California Telephone Access Program
Family Talk - Multicultural TV
To enhance the California Phones brand, we wished to market to the sons, daughters, and grandchildren of seniors to help them use the specialized telephones provided by this state program. Through research with stakeholders, we identified a creative way to appeal to these offspring, across all cultures. They seek ways to express their love for their senior family members, in addition to wanting to stay better in touch. We positioned the act of helping the senior to obtain the telephone as a way for the younger generation to attain these goals.