Message Testing with Older Adults

A national nonprofit organization partnered with a federal agency and W5 to refine its long-standing emergency preparedness campaign. To refine the campaign’s messaging and enhance its relevance and impact ahead of its launch, W5 explored the motivations, barriers, and perceptions of older adults regarding emergency preparedness.

APPROACH

W5 conducted a two-phase qualitative research study using virtual focus groups to engage high-risk older adults and assess the effectiveness of the campaign materials. Recognizing the challenges of recruiting and engaging this audience, W5 employed resourceful strategies to secure participation and ensure a diverse and representative group. The sessions required a skilled moderator to maintain focus and encourage meaningful insights.

The first phase explored reactions to existing messaging, uncovering key motivators and barriers to preparedness and informing strategic recommendations for creative development. In the second phase, participants evaluated new campaign concepts, providing feedback on clarity, appeal, and impact.

RESULTS

The research provided clear audience-driven insights to refine and optimize the campaign. Phase 1 uncovered key motivators and barriers, guiding messaging adjustments, while Phase 2 testing ensured clarity, emotional resonance, and effectiveness in driving behavior change. W5’s recommendations shaped the final creative, strengthening the campaign’s ability to empower older adults to take meaningful steps toward emergency preparedness.