AARP

Nursing Home Campaigns

SOCIAL MEDIA DESIGN || STRATEGY || ART DIRECTION || MOTION GRAPHICS

The COVID-19 pandemic is a difficult, tragic time — not least of all for residents of nursing homes and other long-term care facilities. Policy failures and lax regulation caused tens of thousands of avoidable deaths. We wanted to illuminate that legislative negligence and share the stories of caregivers who had lost loved ones in these facilities.

When I was concepting the art direction for this project, one question kept coming to my head — how can I show respect and empathy through design while showing the personal side of this issue?

The campaign ended up being threefold. The first push told personal stories of caregivers. Next, we made a guide for caregivers to help them make a plan to see their loved one. The third sent a direct message to key decision-makers: Congress needs to make a plan to protect our loved ones in nursing homes and long-term care facilities.

Personal Stories

This campaign turned out to be difficult — I needed to translate the messaging into graphics that would empathize, but I also needed to drive home the point: People are dying from this.

I wanted the tone of these graphics to be dark and sort of anonymous, both to show the tragedy and to give caregivers space to grieve in private.

Caregiver Guide

During the uncertainty of the pandemic, many caregivers couldn’t see their loved ones in nursing homes and long-term care facilities, leaving residents vulnerable to loose regulations without caregivers to supervise as a third party.

Tonally, I wanted this distinct from the last graphics — these were solid action items to use as a resource.

Direct Advocacy Messaging

For the final push in the three-part series, I wanted to imbue a hopeful tone. I lightened up the colors but kept photography in black and white. I wanted to impart optimism and confidence in my organization’s plan for a way out of the devastation. Congress can do better — I made these graphics to show them how.