The Social Security Administration has a clear goal: get 80 million Baby Boomers to apply for benefits online instead of using paper forms.

Insight
Use the connection to a generational icon, award-winning actress Patty Duke, to effectively reach Americans preparing to retire.

Approach
Maximize the cumulative effect of integrated media that weaves Patty Duke throughout the campaign. Satellite media tours, PSA television and print, online advertising and search marketing all using a singular message: “Retire online. It’s so easy!”

Results
In the first 90 days, the satellite media tour, PSA and online campaign generated more than 39 million impressions.