Sarcopenia and Immobility During COVID-19 Campaign
A national awareness and behavior change campaign on sarcopenia, targeting women ages 65 and older and their caregivers.
About the Campaign
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
By applying audience-centered research and monthly performance optimization, MSG helped the campaign exceed engagement goals and elevate public understanding of a critical women's health issue.
Our Approach
Applied Empathy
Grounded our communications strategy in Applied Empathy to authentically connect with women 65+ and their support networks.
Audience-Centered Research
Leveraged deep audience insights to tailor messaging and content for maximum resonance and behavior change.
Multi-Channel Execution
Executed across digital and print products, social media advertising, email campaigns, video content, and an online curriculum.
Compelling Brand Identity
Crafted a brand identity that elevated public understanding of sarcopenia as a critical women's health issue.
Monthly Performance Optimization
Continuously refined strategy with monthly performance analysis to maximize campaign impact and engagement.
Broad Audience Reach
Engaged women 65+, caregivers, families, and healthcare providers with targeted and tailored messaging.
Partnership
This initiative was undertaken in partnership with the U.S. Department of Health and Human Services' Office on Women's Health, reflecting MSG's commitment to advancing public health through strategic communications.
The campaign focused specifically on sarcopenia — an often overlooked condition that disproportionately affects older women — and aimed to drive meaningful behavior change around prevention, early detection, and treatment.
"By applying audience-centered research and monthly performance optimization, MSG helped the campaign exceed engagement goals and elevate public understanding of a critical women's health issue."
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