"At Your Own PACE"

Sometimes real stories make the best advertising.

AltaMed is creating awareness for its PACE centers serving the federal Program of All-Inclusive Care for the Elderly.

We take a documentary approach that honors the real-life experiences of diverse individual participants.

  • Role Creative Director, Copy
  • For AltaMed
  • Type TV, Webisodes, Paid Digital, Social Content
  • URL AltaMed.org/PACE

“Kenneth” TV :30

All spots directed by Hari Sama for Altered.LA

“Antonio” TV :30

In-person PACE Center visits are the greatest drivers for program enrollment. We needed to increase trial visits with compelling digital content targeting seniors and their caregivers.

“Katherine” TV :30

Program prospects are more likely to join if they identify with featured participants' stories.

“Rodolfo & Bertha” TV :30

TV spots drive viewers to a corresponding webisode library on AltaMed’s PACE page featuring extended versions of each testimonial.

“Xing Dong” Webisode (Subtitled)

“Kenneth” Webisode

“Antonio” Webisode (Subtitled)

“Katherine” Webisode

“Rodolfo & Bertha” Webisode (Subtitled)

As a direct response play, we also integrated Hispanic webisode content into a Spanish-language broadcast infomercial running on Univision and Telemundo’s affiliate stations in Los Angeles and Orange Counties.

Producer – Joanna Velarde
Executive Producer – Marcos Cline-Márquez, Altered.LA

Campaign structure is open to adding additional stories over time, across a culturally representative participant spectrum.

More stories to come…