Legal Services for Seniors

The Challenge

Legal Services for Seniors came to us with a vital objective: raise awareness about scams and financial abuse targeting older adults during Financial Elder Abuse Awareness Month. There was no campaign in place—just the urgency of the issue.

Legal services for seniors in Monterey County web banner.

Legal services for seniors in Monterey County.

The Approach

In under eight weeks, we created a fully developed public awareness campaign with a distinct brand identity, powerful messaging, and a multi-platform distribution strategy designed to meet seniors where they are.

We started with a simple premise: the best protection comes from pause and reflection. From that, the campaign’s signature message was born: Take a Senior Moment. Pause. Reflect. Protect.

We deliberately moved away from fear-based messaging and instead built a brand rooted in calm, confidence, and self-agency. The tone was measured. The visuals were clean, clear, and memorable. Every touchpoint was crafted to support seniors in protecting themselves without shame, pressure, or confusion.

To bring the message to life on screen, we secured Dina Ruiz—a respected local media personality—as our spokesperson. Her participation, offered entirely pro bono, brought immediate credibility and warmth to the campaign. We scripted, cast, and produced a suite of six professionally filmed PSAs featuring Dina, and secured an exclusive media partnership with the region’s largest news station. The result: exceptional airtime and visibility throughout the month on both television and digital platforms.

Campaign Highlights

Custom Campaign Packets We designed a beautifully branded folder that included:

A printed guide to recognizing scams and financial abuse
A campaign-branded notepad designed for daily use
A five-minute sand timer—a visual cue to pause before responding to any unsolicited request

Strategic Distribution Materials were distributed in partnership with trusted senior-serving organizations—clinics, libraries, and senior centers—ensuring reach and relevance. Banking Sector Education We developed a companion educational effort for banking professionals, empowering them to detect potential fraud and support at-risk seniors. Digital + Print Media Suite We created:

A step-by-step social media strategy and 13-post content series
Web banners and print ads
PSAs aired in heavy rotation on the region’s largest news station

Storytelling + Development Assets

Donor-facing videos for cultivation, solicitation, and stewardship
Photography of clients and staff for ongoing marketing use
Written testimonials and success stories for the organization’s website
Interviews with clients, families, staff, and board members to inform all messaging

Click image to enlarge.

The Outcome

From first draft to final rollout, we handled every element of this campaign—brand strategy, creative development, production, print, media placement, digital, and distribution. What began as a simple ask became one of Legal Services for Seniors’ most visible and sophisticated public outreach efforts to date.

This is what Disruptive Development delivers: not just content, but campaigns that resonate, last, and move people to action.

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