 we ran focus groups with people within the target market in redlands and logan and learned their perceptions of aged care the challenges with navigating services and levels of participation in my aged care we developed a campaign strategy and creative to encourage people in the target groups to attend an information session a key element to our campaign strategy was targeting the influencer group children who often help their elderly parents to find the right support and make decisions influencers spend a lot of time using digital media particularly facebook so this formed a large part of the campaign collateral we developed 