Ageless Alliance


Orange Label was approached by the Center for Elder Abuse and Neglect at the University of California Irvine to generate a campaign for national awareness of elder abuse and neglect. The goal was to create a message and rallying cry that resonated with the community and to create positive change for the safety and care of older adults.


Orange Label conducted the Orange Label approach, including Orange Exploration™ and View From the Field™ Research with older adults, caregivers and community members to gain first hand insight on the impact of elder abuse and neglect and develop an understanding of the authentic language and emotions of the community relating to this societal issue. Out of this research, Orange Label developed a campaign theme and brand positioning: Ageless Alliance - United Against Elder Abuse, key benefit statements about the brand and logo. Orange Label also developed a fully integrated cause awareness strategy consisting of a website, PSA video, event flyers, email blast templates, promotional items and social media strategy leveraging Facebook, Twitter (X) and YouTube.


The Ageless Alliance was officially invited to launch at The White House.

In addition to being invited to launch at The White House, the PSA, Video was shown at The White House where World Elder Abuse Awareness was declared. The movement has since turned into a non-profit organization, garnering pledges from community leaders, law enforcement and politicians.

Client kudos

“Elder Abuse touches millions of Americans and launching the Ageless Alliance is a very important part of mobilizing people across the country to become aware and involved in preventing it.” Orange Label played an integral role in launching the movement and we are very appreciative of their support and expertise.”

Dr. Laura Mosqueda
Associate Dean of Primary Care and Family Medicine andRonald W. Regan Endowed Chair in Geriatrics, UC Irvine

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