Audience-Centered Creative Strategy for a Public Education Mission

PROBLEM
AARP’s Fraud Watch Network needed to address the disproportionate targeting of adults 50+ by sophisticated scammers. As the lead for concept and art direction, my challenge was to architect a visceral, high-stakes campaign that closed a critical awareness gap without being patronizing. I had to design a narrative that made complex risks feel immediate and actionable for a demographic often overwhelmed by the evolving fraud landscape.

ACTION
I pivoted from statistics to scenario-based storytelling, placing viewers directly inside realistic scam environments across broadcast and digital channels. This approach transformed abstract threats into tangible, personal experiences. By embedding tactical fraud-spotting tips directly into the creative arc, I shifted the tone from vulnerability to empowerment, ensuring a consistent emotional "north star" across disparate media formats.

RESULT
The campaign evolved AARP’s platform from passive awareness to active defense, equipping a vulnerable population with a credible toolkit for self-protection. By synchronizing the message across TV and web video, we achieved maximum reach and behavior shift, delivering a unified brand voice that turned viewers into informed "fraud-fighters."