How do you promote fitness for seniors during a pandemic?

In March of 2020, my in-house creative team at SilverSneakers found ourselves in a unique situation. Our devoted, senior fitness followers needed reassurance. I created a campaign theme of “Free to Move,” developed a global manifesto that guided the campaign voice along with emails, landing pages, and paid social. It was all completed and pitched within three business days.

The result? Emails that had open rates exceeding 60%, landing pages that held attention for an average of 80 seconds, and social posts that exceeded expectations.

Click the image below to watch the campaign video.

Multimedia: Justin Johns

Voice-over and Script: Caitlin Bebout

Creative Direction: Shawn Payne

© Tivity Health