Past award winners

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“Research shows that 95% of marketers do not focus on the older-adult demographic, and most of those who do get a failing grade. We need shining examples from people who ‘get’ this market so that others can look and learn from them,” says Colin Milner, CEO, International Council on Active Aging (ICAA). “By recognizing these trailblazers, we are providing tools to guide the efforts of other marketers going down this path. Our winners show it’s very possible to create compelling marketing pieces without reinforcing stereotypes.”

 

The following organizations were honored for helping to rebrand aging by positioning this life stage in a realistic and positive light, rather than as a burden

 

2012 Award winners

The following organizations were honored for helping to rebrand aging by positioning this life stage in a realistic and positive light, rather than as a burden.

 

Advertising

Gold award: Welcyon, Fitness After 50

Silver award: Eskaton

Silver award: Atria Senior Living

 

Brochures

Gold award: Shannondell at Valley Forge

Silver award: Willow Valley Retire- ment Communities

Bronze award: Life Guidance® Memory Care–Atria Senior Living


Direct mail

Gold award: Atria Senior Living

Silver award: Messiah Lifeways

Bronze award: Willow Valley Retirement Communities

 

Website:

Gold award: Messiah Lifeways, www.messiahlifeways.org

Silver award: Transforming Life After 50 (California State Library), www.transforminglifeafter50.org

Bronze award: Restart Retirement (Willow Valley Retirement Commu- nities), www.restartretirement.com

 

Click here to view an article highlighting ICAA's 2012 Rebranding Aging contest award winners.

 

Criteria

ICAA received about submissions from organizations throughout the United States and Canada. Awards were made by a panel of experts on the 50+ market. The criteria were as follows: Message and imagery resonates with the target audience and/or evokes positive image of aging (30%); call to action is clear and compelling (30%); ad layout and graphic standards are appealing and appropriate for the target market (20%); overall uniqueness and creativity (20%).

 

2011 Award winners

The following organizations were honored for helping to rebrand aging by positioning this life stage in a realistic and positive light, rather than as a burden.

 

Advertising

Gold award: Groundzero Marketing, Revera TV Spot #2 Edna
Silver award: Shannondell at Valley Forge , Inspiring
Bronze award: Atria Senior Living-NY

 

Brochures

Gold award: Touchmark Communities for The {Full} Life
Silver award: Vivante for Enhanced Living on the Coast - Hard cover
Bronze award: Immanuel Communities for Every Community is Unique


Direct mail

Gold award: Shannondell at Valley Forge for Inspiring Stories

Silver award: Arbor Ridge for Arbor Ridge U

Bronze award: Wellness Institute for Active Aging Passport/Age Actively with Us

 

Click here to view an article highlighting ICAA's 2010 Rebranding Aging Contest award winners.


Criteria

ICAA received about submissions from organizations throughout the United States and Canada. Awards were made by a panel of experts on the 50+ market. The criteria were as follows: Message and imagery resonates with the target audience and/or evokes positive image of aging (30%); call to action is clear and compelling (30%); ad layout and graphic standards are appealing and appropriate for the target market (20%); overall uniqueness and creativity (20%).

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