Project Spotlight
Sarcopenia and Immobility During COVID-19 Campaign
A national awareness and behavior change campaign addressing muscle loss and strength decline in women ages 65 and older.
Client
U.S. Department of Health and Human Services
Office
Office on Women's Health
Focus Area
Health Communications & Awareness
Overview
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 team crafted a compelling brand identity and executed a strategic communications plan that included digital and print products, social media advertising, email campaigns, video content, and an online curriculum.
Campaign Results
Measurable Impact at Scale
552M+
Total Impressions
#1
Top-Performing Federal Social Content
65+
Target Audience — Women
Our Approach
Audience-Centered Strategy
Brand Identity & Messaging
Crafted a compelling brand identity grounded in Applied Empathy, with messaging tailored to resonate with women 65+, caregivers, and health care providers.
Multi-Channel Communications
Executed a strategic communications plan spanning digital and print products, social media advertising, email campaigns, video content, and an online curriculum.
Audience Research
Applied audience-centered research to understand the needs and motivations of the target populations, informing every aspect of the campaign strategy.
Performance Optimization
Monthly performance analysis and optimization ensured the campaign exceeded engagement goals and elevated public understanding of this critical women's health issue.
Impact
"We delivered measurable results, including over 552 million impressions and top-performing content across federal social media channels—exceeding engagement goals and elevating public understanding of a critical women's health issue."
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