When you fail to plan, you plan to fail.

The Context

Older adults believe they are less likely to be impacted by disaster than younger adults, so their preparedness is reactive to imminent threats and limited to stocking up on essentials like food and water.

However, data shows that reliance on their age-related needs—including medications and life-sustaining/assistive devices—are the factors making older adults drastically more vulnerable to adverse outcomes during disasters.

The Challenge

The goal of the “Take Control” campaign was to shed light on the importance of planning and encourage older adults to take proactive steps in staying safe from the unexpected forces of nature and then rewrite their stories so they have better ones to tell.

The Campaign

“Un-planification” refers to explaining the result of procrastination and lack of planning and highlighting the consequences of not having a proper plan in place for natural disasters.

To emphasize the importance of our message, we showcase everyday scenarios where we have independent older adults candidly share their emergency “un-plans” and the consequences before a natural disaster strikes. Through their stories, we highlight the need to prepare and inspire others to do the same.

More projects