Benefis Health system: slow down never campaign
The Slow Down Never campaign was developed to introduce the Benefis Healthy Aging Center, a new facility designed to help active Montanans age well by making it easier to manage their evolving healthcare needs in one convenient location. Many adults 60+ don’t identify as “seniors,” so our strategy focused on reframing aging as a continuation of an active, fulfilling lifestyle supported by proactive care. The campaign aimed to build community awareness, inspire excitement around the center’s launch, support fundraising efforts, and expand on Benefis’ “Making Your Best Life Possible” platform. Visually, we highlighted vibrant, personality-filled portraits of older adults engaged with props that reflect their passions, reinforcing the message that staying healthy empowers them to keep doing what they love.
Campaign voice & tone
slow down never
Accepting your age doesn’t mean slowing down. It means taking care of your body so you can enjoy all the things that make you undeniably you.
The Slow Down Never campaign empowers patients to live their best life at any age, and highlights how the Healthy Aging Center makes it all possible.
Capturing the Art of Aging Without Hitting Pause
The photoshoot featured a clean, stylized studio setup with simple backdrops that kept each subject at the center of attention. We photographed active older adults who reflect the Benefis audience, capturing their personalities, passions, and motivations for staying healthy. Using props tied to their hobbies, we built miniature, model-like scenes that showcased them doing delightfully “un-senior” things, bringing a playful, unexpected energy to every portrait.
Mayfaire Event
“old dogs”
The insight that many older adults feel healthy now but need proactive care to stay that way shaped the Old Dogs fundraising video. Leaning into humor and personality, the video shows active, capable seniors who still benefit from the right support to keep living life fully. This message reinforces the purpose of the new Benefis Healthy Aging Center, which provides one accessible place for aging adults to manage their care without added stress. By highlighting independence, longevity, and an active lifestyle, the video helped donors understand the facility’s impact and the importance of their support.
inside the process
