How to Reach Aging Populations with OOH at Senior Centers
As the U.S. population ages, marketers, public health professionals, and community organizations are increasingly recognizing the importance of effectively engaging older adults. By 2030, 1 in every 5 Americans will be over the age of 65. This demographic shift presents both a challenge and an opportunity: how can we reach aging populations with information, products, and services that truly serve them?
One of the most effective—and often overlooked—strategies is through place-based advertising in senior centers. These trusted, familiar environments offer unmatched access to older adults in a space where they feel comfortable and engaged. Whether the goal is to promote public health initiatives, healthcare services, community programs, or lifestyle products, these venues are ideal touchpoints for meaningful connection.
Understanding the Senior Audience
To effectively reach older adults, it’s essential to understand who they are—and what matters to them.
Older adults represent a diverse demographic with varying degrees of independence, income levels, health conditions, and cultural backgrounds. While some live independently and are tech-savvy, others reside in assisted living or rely heavily on caregivers. Despite this diversity, many share common preferences: they value trust, community, and clarity in communication.
When it comes to media, print remains a powerful format. While many seniors are increasingly comfortable with digital platforms—especially tablets and YouTube—traditional, tangible materials still outperform flashy digital ads in terms of engagement. Clear messaging, legible fonts, and a focus on relevant, practical information are key to resonating with this audience.
Digital out-of-home (DOOH) screens targeting 65+ audiences to promote medicare
Why Senior-Focused Venues Are Ideal for Outreach
Senior centers and senior living communities are more than just locations—they’re trusted gathering places where older adults come to learn, socialize, and access services. That trust creates a unique opportunity for place-based advertising that feels less like marketing and more like helpful information.
These venues offer several advantages:
High dwell time: Seniors often spend extended periods in these locations, increasing the likelihood that they will see and absorb your message.
Built-in credibility: Messages seen in familiar, community-based settings are more likely to be trusted and acted upon.
Hyper-local targeting: Campaigns can be tailored to specific ZIP codes, neighborhoods, or demographic clusters.
Lower digital noise: Unlike crowded social media feeds, these settings provide a quieter media landscape with less competition for attention.
Messaging That Resonates
Reaching older adults isn’t just about where you advertise—it’s how you communicate.
Keep it clear and concise. Use large, legible fonts and straightforward language. Avoid industry jargon or acronyms.
Use an empowering tone. Focus on independence, safety, and making informed decisions rather than fear-based messaging.
Include visual cues. Photos of older adults who are active, diverse, and dignified help build trust and relatability.
Mention trusted sources. Referencing public institutions (e.g., Medicare, local health departments) or recognizable logos can boost message credibility.
Success Stories: Public Health in Action
In a recent campaign for Medicare Advantage enrollment, PlaceBased Media partnered with senior centers across Texas to distribute multilingual take-one brochures and tabletop materials. The program saw a 35% increase in call volume to the plan’s enrollment hotline within the first six weeks.
Another campaign promoting COVID-19 booster awareness used restroom signage and lobby clings in assisted living communities, resulting in over 8,000 engagements based on QR scan and call tracking data—proving that well-placed messages in trusted locations can lead to real-world action.
Distribution & Planning Tips
If you’re considering a campaign targeting older adults, here are a few best practices:
Build relationships with facility managers. These gatekeepers can help ensure your materials are placed in high-visibility areas.
Time campaigns seasonally. Align your message with key moments—such as Medicare Open Enrollment, flu season, or caregiver appreciation month.
Be culturally and linguistically inclusive. Bilingual materials are essential in diverse communities. Consider Spanish, Chinese, Vietnamese, or other prevalent languages in your target area.
Include family-friendly QR codes. Many seniors are assisted by adult children—QR codes or short URLs can help them access more information on behalf of their loved ones.
Conclusion
Older adults represent one of the fastest-growing—and often underserved—audiences in advertising and public engagement. By focusing on senior centers and senior living communities, brands and public agencies can deliver timely, respectful, and effective messages that support healthy aging, informed decision-making, and strong community connection.
With the right strategy, place-based advertising in these settings can do more than increase awareness—it can make a meaningful difference in the lives of the people who matter most.
