Case Study
Sarcopenia and Immobility During COVID-19 Campaign
A national awareness and behavior change campaign empowering women to prevent, detect, and treat age-related muscle loss.
Client
U.S. Department of Health and Human Services
Office on Women's Health
Focus Area
Health Communications & Awareness
Target Audience
Women ages 65+, caregivers, families, and health care providers
Project Overview
Leading a National Health Awareness Campaign
MSG partnered with the U.S. Department of Health and Human Services' Office on Women's Health to lead a national awareness and behavior change campaign on sarcopenia, a condition marked by the loss of muscle mass and strength with age. Targeting women ages 65 and older, along with their caregivers, families, and health care providers, MSG developed a full-scale communications strategy grounded in Applied Empathy to promote prevention, early detection, and treatment.
Our Approach
Strategic Communications Grounded in Applied Empathy
We combined audience-centered research with data-driven optimization to craft a campaign that resonated deeply with its target communities.
Brand Identity
Crafted a compelling brand identity that elevated the campaign's visibility and connected authentically with target audiences across multiple channels.
Multi-Channel Strategy
Executed a comprehensive communications plan spanning digital and print products, social media advertising, email campaigns, video content, and an online curriculum.
Performance Optimization
Applied audience-centered research and monthly performance optimization to continuously refine messaging and exceed engagement goals throughout the campaign.
Results
Measurable Impact at Scale
Our data-driven approach delivered exceptional results, exceeding engagement goals and elevating public understanding of a critical women's health issue.
552M+
Impressions
Reaching millions of Americans with critical health information about sarcopenia prevention and treatment.
Top
Performing Content
Achieved top-performing content status across federal social media channels, setting new benchmarks for engagement.
Exceeded
Engagement Goals
Surpassed all engagement targets through monthly optimization and audience-centered research strategies.
Deliverables
Full-Scale Campaign Execution
MSG delivered an integrated suite of communications products designed to reach and engage diverse audiences across multiple touchpoints.
Digital & Print Products
Comprehensive materials designed for both digital distribution and physical outreach.
Social Media Advertising
Targeted campaigns across social platforms to reach women 65+ and their caregivers.
Email Campaigns
Strategic email outreach nurturing engagement and driving awareness among key audiences.
Video Content
Engaging video assets delivering health education in accessible, shareable formats.
Online Curriculum
Educational resources empowering health care providers, caregivers, and patients with actionable knowledge about sarcopenia prevention and management.
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