Guardians of Trust
Senior Scam Protection
As scammers increasingly target older adults, "Guardians of Trust" provides a vital solution to help younger generations shield their loved ones from financial harm. Powered by AARP, this campaign empowers family members and caregivers with the tools to protect older adults from scams. It educates them on how to recognize, prevent, and report these threats, promoting intergenerational awareness and strengthening family responsibility. Guardians of Trust fosters community vigilance by ensuring the financial security and well-being of aging adults nationwide. Through targeted outreach and strategic messaging, the initiative creates a proactive approach to scam prevention, helping families safeguard their loved ones' financial futures before scams can take hold.
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Older adults are increasingly targeted by scammers, putting their financial security, personal safety, and overall well-being at significant risk.
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Family members and caregivers often lack the awareness and tools to protect older adults from rising threats, but they are in the best position to make a meaningful difference in preventing damaging exploitation.
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"Guardians of Trust," powered by AARP, empowers family members and caregivers to protect older adults from scams, fostering awareness and community vigilance against financial exploitation.
Scope of Work:
+Advertising Strategy+Advertising Design+Conceptualization+Art Direction+AI Prompting+Copywriting+Naming and Logo
Campaign Strategy
The strategy focuses on targeting caregivers and younger family members, those who step up into protective roles for older loved ones. The campaign taps into a powerful emotional motivator: responsibility. Through empathetic storytelling, accessible tools, and culturally relevant messaging, the campaign meets these audiences at emotional and digital crossroads. We position them not just as supporters, but as active defenders against financial exploitation. The strategy integrates multi-platform engagement and tailored touch points, ensuring our messaging resonates across many life stages and channels. By reframing scam prevention as an act of love and vigilance, Guardians of Trust creates a sense of urgency and ownership amongst younger generations, transforming their passive awareness into proactive protection.
AI Prompting
In developing the visual components for this campaign, AI image generation was leveraged as a creative tool, one that, when used thoughtfully, can bring nuanced ideas to life with precision and impact. Each image resulted from carefully crafted prompts, designed with intention to evoke realism, emotional depth, and narrative clarity. This was not a matter of trial and error; it was a meticulous process of visual storytelling, grounded in strong conceptual thinking and an understanding of how to communicate through language and imagery. Strategic prompting of AI produced visuals that not only supported the campaign’s message but elevated it, demonstrating the ability to harness technology to support compelling, human-centered design.
Example Prompts
“Create an image of an elderly woman laying in bed, her face softly illuminated by the cool blue glow of her tablet screen. Her brows furrow with concern as she reads through an email, her hand hovering over the screen, uncertain. The room around her is filled with rich, deep orange and purple tones, creating a dramatic backdrop that contrasts with the serene mood. Behind her, a tall, distinct guardian shadow stretches across the wall, its presence strong and protective, symbolizing unseen vigilance against scams. The moody, cinematic lighting heightens the sense of quiet tension, highlighting her vulnerability while also underscoring the silent, watchful protection surrounding her.”
“Create an image of an elderly man sitting at his desk, his face illuminated by the cool blue glow of his computer screen. His eyes narrow with concern as he scrolls through an email, his hand hovering over the mouse. The background is a blend of deep orange and purple hues, creating a dramatic contrast that mirrors the lighting in the reference image. Behind him, a tall, distinct guardian shadow is cast onto the wall—its presence protective and watchful, symbolizing unseen vigilance against scams. The moody, cinematic lighting heightens the tension, emphasizing both his vulnerability and the silent protection surrounding him.”