OLAA and UC Irvine Launch National Elder Abuse Awareness Campaign
Orange Label Art + Advertising, a Newport Beach-based advertising agency, teamed with UC Irvine’s Center of Excellence on Elder Abuse and Neglect to create a strategy and brand identity for Ageless Alliance: United Against Elder Abuse, a “social justice movement” aimed at identifying, preventing, and eliminating abuse. The movement was launched nationally at a White House symposium on June 14. There was a local launch party on June 15 at the UC Irvine campus.
The grassroots movement was not initially expected to launch on a national level. “It was just going to be local within Orange County,” said Brianna Donath, integrated advertising coordinator, OLAA. It ended up catching national attention, and with about a month of preparation, OLAA was able to produce a website and two videos for the White House event in additon to the work they were already putting in.
Kerry Burnight, Ph.D., UC Irvine’s elder abuse awareness and prevention leader, said in a statement, “We had a vision for what a social justice movement should include but didn’t know how to present it to the public. Orange Label quickly understood what we wanted to accomplish.”
After being exposed to the issues of elder abuse, Donath said, “It really opened our eyes and we were really excited to work on it.” Now that it has been launched, Donath says, "Moving forward, we are just waiting to see how the initial launch grows, and will continue our relationship from there."