The History
According to AARP, one in three Americans is now 50 or older. By 2030, one in five Americans will be over 65. In 2006, the World Health Organization launched the Age-friendly Cities and Communities Program, an international effort to help cities prepare
for rapid population aging. The program includes more than 250 participating communities in more than 28 nations. In 2015, The Patterson Foundation decided to bring the program to Sarasota County through Age-Friendly Sarasota, the first Age-Friendly community in Florida.
The Opportunity
Aging initiatives generally focus on the older adult population and don’t consider the similar aspirations shared by both older and younger generations, for example the desire for public transportation and overall inclusion. Age-Friendly Sarasota is unique, as it takes an intergenerational approach to create a more livable community for all generations. Sarasota County has one of the nation’s highest populations of older adults. Currently, older adults – those age 65 and older – represent one-third of Sarasota County residents, and more than half of Sarasota County’s population is over age 50. The Patterson Foundation realized Sarasota was a perfect community to participate in the Age-Friendly program. To successfully launch the initiative, The Patterson Foundation needed to solidify relationships with key partners, develop strategic messaging and generate public interest – they turned to MagnifyGOOD.
The Solution
MagnifyGOOD worked with the team to build Age-Friendly Sarasota from the ground up. We created a website and social media channels, designed a brand identity for the initiative, and developed and implemented a strategic communications plan. Prior to the initiative’s launch, we facilitated communications alignment among all partners to ensure consistent, strategic messaging and cooperation on media opportunities.
The GOOD
Age-Friendly Sarasota officially launched May 6, 2015. The day was proclaimed to be Age-Friendly Sarasota Day by the Board of County Commissioners. Leading up to the launch, partners utilized the alignment plan and coordinated opportunities to maximize exposure. Efforts resulted in media coverage that focused on the intergenerational nature of the initiative – setting the desired tone and positioning it for future achievement Age-Friendly Sarasota is an ongoing initiative that seeks to promote a lifelong community that bolsters intergenerational relationships and benefits people of all ages. MagnifyGOOD continues to coordinate the initiative’s communications and seek out new opportunities on behalf of The Patterson Foundation.
