Establishing California’s First Master Plan for Aging
In 2018, Perry Communications Group (PCG) designed, developed, and managed We Stand With Seniors… Will You?, an award-winning public affairs campaign to establish a Master Plan for Aging in California. Despite the fact that a “Silver Tsunami” was looming in California, reporters and policymakers did not fully understand what that meant for California’s economy long-term nor did they understand the urgent need to address the aging crisis.
By going beyond traditional media relations and communications methods and leveraging the 2018 gubernatorial campaign, We Stand With Seniors not only generated hundreds of millions of media impressions, but also secured pledges from every gubernatorial candidate to prioritize older adults within their first 100 days in office, with Governor Newsom announcing the launch of California’s first Master Plan for Aging during his inauguration.
THE RESULTS:
- California’s Master Plan for Aging, now being implemented by the California Department of Aging, serves as a long-term policy framework to ensure that California’s older adults and their families are supported and able to age with dignity.
- The campaign successfully elevated the needs of older adults and those with disabilities to the top of California’s policy agenda, creating a new standard in how California supports older adults and their families.
- We Stand With Seniors garnered millions of media impressions through dozens of opinion editorials and articles within 7 months, including a powerful commercial produced by PCG.
- The campaign won “silver” and “gold,” respectively, for digital advocacy and social media at the American Association of Political Consultant’s “Pollie” awards.