Direct Supply Senior Living Advocacy:

THE BRIEF

Direct Supply established the Tell Our Stories (TOS) platform to amplify senior community stories and critical policy issues that directly impact the senior living community. Focused on sharing research, personal experiences, and media reporting the TOS platform needed to be clear, user friendly, and flexible. The team engaged NJI to refresh the brand and to develop an expanded content strategy.

The goal was to amplify personal stories and advocate for the industry through a refined brand, updated website, and rapid advocacy campaign implementation.

THE PROCESS

NJI began with refreshing the Tell Our Stories brand to create a color palette, iconography, and typography more reflective of a senior-focused advocacy effort. We infused senior stories with a tone of dignity across branches of the brand.

Typography was carefully selected to ensure accessibility for older eyes. Photography was curated to show the emotional triumph and turmoil of senior care. Iconography and patterns were inspired by the integration of tree rings and laugh lines. Each visual refinement was born from seniors, on behalf of seniors. These visual refinements were applied to the existing campaign website concurrent with accessibility and functionality improvements to the site.

THE OUTCOME

As regulatory and funding debates escalated on Capitol Hill, Tell Our Stories supported and amplified industry-wide advocacy efforts. From social media message amplification to targeted paid digital media efforts, the revised brand flexed to support each twist and turn in the policy arena.

One such inflection point included the Federal Provider Relief Fund and Congressional consideration to reallocate undisbursed funds. NJI mobilized a rapid digital deployment to support advocacy efforts over a three-day period. Industry leaders pointed to these ads as a key reason approximately $44 billion in funding was protected and released to senior care communities.

NJI’s support for Direct Supply Senior Living Advocacy efforts brings a personal touch to the work and shines a positive light on the diverse residents and staff in senior living communities.