CASE STUDY

Be Free to Be Safe, Be Free to Be You.

SafelyYou Halo™
Product Launch Campaign

ROLE

Director of Marketing, SafelyYou

Set strategy, positioning, and creative direction for the launch, and led the marketing team that built and executed the campaign across video, digital, print, direct mail, and a live industry event.

RECOGNITION

  • Aspect Award — Multimedia Campaign Winner, Senior Living Industry (WTWH Healthcare, 2025)

  • Shorty Impact Award — Winner & Audience Honor, Images category

THE CHALLENGE

Senior living marketing, and safety technology marketing especially, defaults to fear: falls, decline, worry. SafelyYou needed to launch its flagship product, SafelyYou Halo™ (an AI-driven fall detection and next-gen eCall platform), in a way that did the opposite: positioning safety not as a limitation but as what makes freedom possible for older adults. The launch also had to work across two very different audiences at once: senior living operators evaluating new technology, and the residents and families who’d actually wear it.

THE IDEA

“Be free to be safe, be free to be you.”
The campaign flips the expected narrative of aging on its head: it opens in black and white with an older adult’s deeply concerned expression, then bursts into color as the story shifts to seniors who’ve been the most in every era from game nights to dance parties, to working out, still making the most of every day, decade after decade. Residents wear the SafelyYou Halo™ pendant throughout, tying the emotional story directly to the product. The campaign also partnered with Wish of a Lifetime® from AARP, donating $100 (up to $20,000) for every social share, and directing additional donations through the campaign’s microsite.

THE EXECUTION

A fully integrated, multi-channel rollout:

  • Hero PSA: a spot built around the black-and-white-to-color narrative device, ending with a call to support Wish of a Lifetime® from AARP.

  • 30-second branded video: a product-forward cut emphasizing SafelyYou Halo™’s technology for a senior living operator audience.

  • Community lifestyle video series: Shorter, personality-driven videos spotlighting individual residents and their stories, produced in both horizontal and vertical cuts for social.

  • Campaign microsite: HaloEmpowersSeniors.com
    Houses the PSA, the founder’s personal story behind SafelyYou, separate tracks for senior living staff vs. families, testimonials from both audiences, and the donation mechanism.

  • Print, digital, and partner advertising: Static, animated GIF, and video ad units placed with industry partners including Senior Housing News and Seniors Housing Business.

  • Direct mail — a die-cut, movie-theater-themed video mailer sent ahead of the NIC Fall Conference; opening it parted printed '“curtains” and auto-played the PSA.

  • Live event: “Vintage Fabulous. Modern Joy.”, a VIP event at the NIC Fall Conference in Austin, TX. Residents from Austin-area senior living communities got professional hair and makeup, a red-carpet arrival, and an evening built around scenes from the PSA.

RESULTS

Within just the first 30 days:

  • Engagement doubled across social platforms

    • LinkedIn reactions up 95.8%

    • YouTube views up 96.8%

  • New visitor traffic increased 61.7% to the main SafelyYou site

    • Engaged sessions up 7.3%

  • Direct mail achieved a 7% response rate, driven by QR code scans

  • 10,500+ video views in the campaign’s first month

LINKS

Digital Ad Examples