LIVE WELL
Project
Live Well Campaign for Bluestem Communities
Award
Telly Award – Bronze
Technology
Adobe InDesign
Adobe Photoshop
Adobe Illustrator
Deliverables
In 2024, our marketing team evolved the Live Well campaign beyond brand awareness to highlight how each level of care and the PACE program supports seniors to live well. The campaign expanded to include:
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A 60-second commercial.
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30- and 15-second ads.
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A comprehensive print and digital ad campaign with targeted messaging and calls to action.
My Role
As a key part of the strategy team, I collaborated with McClure Creative to develop the commercial concept. We selected "Blue Skies" as the campaign’s song, with residents and staff auditioning in a casting process modeled after The Voice. Beyond the musical element, I played a central role in coordinating non-singing residents for the filming process, ensuring broad participation.
The two-day shoot captured the energy and vibrance of life within Bluestem Communities—featuring a fireworks display, a resident-and-staff jam session, transportation highlights, and daily activities that showcase the Bluestem experience.
Additionally, I created the Live Well branding mark and designed a cohesive print and digital ad series to support the campaign, reinforcing the brand’s mission and messaging across multiple platforms.
Bluestem Communities was formed in 2012 from the merger of two well-established life plan communities—Kidron Bethel Village and Schowalter Villa. While these names were well known, the overarching Bluestem Communities brand lacked recognition. In 2019 we launched our Live Well campaign, aimed to establish brand awareness among residents, families, and the broader community. Our team earned a Telly Award for this campaign, but its true impact became evident during the COVID-19 pandemic. As part of a virtual parade, our marketing team drove through resident neighborhoods, encouraging residents to create and display signs while we filmed. The overwhelming response was a testament to the campaign’s success—nearly every sign proudly featured Bluestem Communities, demonstrating a powerful shift in brand recognition over individual campus names.
Live Well Print Ads – Independent Living
Live Well Digital Ads – Independent Living
Live Well Print Ads – Bluestem PACE
Live Well Digital Ads – Bluestem PACE
