Heartland PACE: Building Awareness & Driving Enrollment for a New Model of Care

Through conversations with participants and staff, we uncovered a core insight that shaped our campaign. While society often frames older adults through decline, the people we met were bold, independent, and committed to living life on their own terms with BoldAge’s support. That thinking led to the campaign platform: Everything to thrive.

Because PACE is unfamiliar in most communities, the campaign needed to make the program understandable in human terms. We brought Heartland PACE to life through storytelling from participant, caregiver, and clinical staff perspectives, illustrating daily independence, coordinated care, and peace of mind for families.

With awareness starting near zero, and audiences actively seeking care solutions but often unaware PACE exists, we developed a coordinated media strategy across localized service-area zip codes to reach older adults, caregivers, and referral influencers. Placements included radio, newspaper and Sunday inserts, geo-targeted digital, paid social, outdoor, direct mail, search, and vehicle wraps. Each channel focused on delivering clear, timely education in the right places at the right time, when care decisions were being made.

All campaign touchpoints directed audiences to dedicated landing pages designed to explain eligibility clearly and encourage direct outreach to enrollment specialists. This ensured the work didn’t just generate awareness; it created a pathway to action.

By combining participant-driven storytelling with a coordinated, localized media strategy, the campaign helped communities understand what Heartland PACE is and why it exists. It positioned the program as an alternative to nursing home-level care while reinforcing its connection to the BoldAge network, celebrated older adults as bold, independent people, and transformed an unfamiliar model into a credible local resource.