A multi-channel media strategy was developed to maximize reach and impact, targeting both seniors in need of meal services and their family members, caregivers, and advocates who could help facilitate enrollment.

• Creative Strategy + Design: The campaign amplified the “More Than a Meal” messaging, which has been a focus of earned media efforts led by Scatena Daniels Communications since 2020. This phrase emphasized that MOWSDC is more than just a food delivery service—it provides seniors with Connection, Independence, and Nutrition. The storytelling approach focused on humanizing the aging experience of seniors—our parents, grandparents, and loved ones—who face nutrition insecurity, isolation, and the challenges of independent living.

  Visually, the campaign was designed to authentically represent San Diego’s underserved senior communities, ensuring diversity and relatability. The imagery and messaging reinforced MOWSDC’s role as a lifeline for seniors, highlighting the profound impact of a simple meal—offering sustenance, companionship, and dignity.

• Digital Advertising on Google Search/Display/Remarketing, Meta (Facebook/Instagram), and YouTube: Given the role of adult children and caregivers in assisting seniors with service enrollment, Google and Meta were identified as a key platform for audience targeting. The digital ads and videos were designed to be emotionally compelling, informative, and action-driven, reflecting the “More Than a Meal” campaign theme.
  
  
• Traditional Paid Media Integration: In partnership with RobertStemler Media (RSM), the campaign extended beyond digital platforms to leverage traditional media placements on television and out-of-home. RSM conducted in-depth audience research to identify underserved zip codes where MOWSD’s services could have the greatest impact on hard-to-reach audiences. A PSA video was produced by MOWSD, which used their own videographer and featured an actual senior client and staff member, and his sons acting as volunteers. This PSA was used for broadcast television spots managed by RSM, with creative consulting provided by the cThru Media team.

   

• Outdoor Paid Advertising in Targeted Communities: As a result of this research, 12 strategically placed posters and billboards—visually aligned with the digital campaign—were installed in key underserved neighborhoods such as City Heights and Barrio Logan. These placements ensured high visibility within communities where senior hunger and isolation are most prevalent.

   

• Earned Media Relations and Organic Social Media Messaging: To further amplify stories around Care Navigation and the “More Than a Meal” message, Scatena Daniels Communications leveraged the content for earned media outreach, specifically targeting media outlets in the “hidden hungry” zip codes identified by the client. These areas within San Diego County were home to seniors and caregivers who had not yet enrolled in Meals on Wheels. Additionally, Scatena Daniels Communications provided MOWSDC with suggested social media messages and strategies to help sustain and expand the reach of the integrated campaign.