Aging is something everyone has in common, which Aegis Living effectively communicated to market its senior-living communities. The company won gold in the Integrated Campaign of the Year category among providers and insurers.

Bellevue, Washington-based Aegis Living operates 35 premium assisted living and memory care communities in Washington, California and Nevada. The company wanted to reshape the public’s perception about moving into senior-living facilities—that it’s not something to dread, but is often part of life’s natural progression.

In a multipronged campaign that launched in May 2024, Aegis’ “Aging is Life” campaign dispensed with hackneyed images of older adults playing pickleball or interacting with caregivers. Instead, the campaign depicted life’s journey from infancy to old age. A newborn baby and a new high school graduate are among those titled “future old person” to illustrate that the need for assisted living is a natural transition in life. 

Aegis Living worked with Little Hands of Stone to create energizing and powerful video, radio, digital, social and print content.

The campaign has contributed to a nearly 31% year-over-year increase in direct web traffic, according to the agency. Average weekly web traffic has risen approximately 166% since the campaign launched, with weekly average sales leads climbing more than 64%.