The Challenge
Oklahoma Human Services needed support in launching an aging awareness campaign. With the state’s 60+ population growing rapidly, the demand for caregivers was projected to rise significantly. The challenge was to build a strategy that would:
Educate every Oklahoman on the social and economic impact of aging.
Motivate individuals, families, and organizations to engage in creative solutions.
Establish a strong brand and messaging framework for long-term advocacy.
My Role
I served as content strategist and creative lead, guiding the campaign from research to execution. My responsibilities included:
Designing and conducting statewide research using mixed methods.
Creating audience personas to clarify needs, motivations, and barriers.
Defining the brand voice, messaging, and campaign KPIs.
Aligning stakeholders through presentations and strategic recommendations.
Informing creative direction and content strategy for future campaign rollout.
Process & Approach
Discovery + Research — Conducted surveys and interviews across Oklahoma to identify caregiver and community perspectives.
Persona Development — Synthesized data into clear audience personas representing key segments.
Strategy Alignment — Defined messaging framework, campaign goals, and KPIs to guide creative development.
Creative Direction — Informed branding, tone, and content design to ensure messaging resonated across demographics.
Stakeholder Engagement — Presented findings and recommendations to align leadership and partners on campaign direction.
Outcomes
Developed clear, actionable audience personas that shaped messaging and creative direction.
Established campaign KPIs tied to awareness and engagement goals.
Built a strategic foundation that informed branding, content design, and creative decision-making.
Positioned Oklahoma Human Services with insights to better reach caregivers, families, and communities as the aging population grows.
Deliverables
Audience personas + research findings
Data analysis + insights report
Campaign brand voice + creative direction
Content strategy recommendations
Stakeholder presentation decks
