The Challenge: JASA is the go-to agency serving older adults in New York City, providing critical services to over 40,000 people annually. During the COVID-19 pandemic, JASA provided life-sustaining care across its various service arms, ensuring the safety and needs of its clients and staff. TASC was charged with elevating JASA’s brand reputation during this time and securing thought leadership opportunities within the media.
Our Strategy: Our strategy focused on strengthening and promoting JASA’s existing thought leaders and programming experts during the crisis. The goal was to shine a light on the issues facing older adults during the outbreak while also pointing to JASA’s legacy as one of the most trusted and innovative agencies serving this population. We consistently worked to keep JASA abreast of the shifting landscape of the crisis, preparing them to speak to best practices and respond appropriately given the constantly changing nature of the pandemic and the media market. We worked to create the necessary balance between promoting their critical work during this time and striking the proper tone in our media outreach. In order to paint the full picture of this crisis and its impact, we employed JASA spokespersons at three levels: organizational leadership, personnel and staff providing services on the ground, and seniors impacted by COVID-19 who received and relied on JASA support services. Our strategy was aimed at illustrating the real-life impact of JASA’s work and responsibly elevating their brand and thought leadership.
Results: Representative Mikie Sherrill defeated her Republican opponent by 17 points in a district that had been held by Republicans for nearly three decades. Sherrill became a national sensation, positioned on the cover of Time and featured in The New York Times and on MSNBC, CNN and hundreds of other outlets nationwide. Sherrill broke all fundraising records in the state of New Jersey and raised more money than any other congressional candidate in the country, except for one who was self-funded. Sherrill was the national poster child for women who became inspired to run for national office after the 2016 Presidential election.