WV Department of Human Services – Adult Protective Services

Challenge

The West Virginia Bureau for Social Services’ Adult Protective Services division faced a critical issue: limited statewide awareness of its services. With low public understanding of what defines a vulnerable adult, what constitutes maltreatment, and how to report it, the need for a strategic public awareness campaign was urgent.

Key objectives included:

• Educate the public on what makes an adult vulnerable
• Define the various forms of maltreatment
• Explain how to report maltreatment effectively

TMG was engaged to create a cost-effective, emotionally resonant campaign that would engage a wide demographic, particularly the elderly and their loved ones, through broadcast and digital platforms.

Solution

TMG worked closely with the video production team at Mtn Craft to a creative campaign rooted in real, relatable scenarios that illustrate the subtle but serious nature of vulnerable adult maltreatment.

Creative Development

From a series of meetings with the team at the Bureau for Social Services, two key insights emerged:

1. Low overall awareness of Adult Protective Services
2. Uncertainty about what maltreatment looks like and how to report it

Based on these findings, TMG and MTN Craft developed a series of conceptual stories. Two were selected for production:

• “Birthday Card” (General Awareness)
  A grandmother prepares a birthday card for her grandchild. When she reaches for her wallet to include money, she finds it empty. Behind her, a caregiver silently watches—highlighting the quiet, often unnoticed forms of financial exploitation.
• “Maze” (Process)
  An elderly man navigates a dark maze representing the confusion and isolation of abuse. He eventually finds his way to a well-lit exit: Adult Protective Services. A powerful voiceover walks viewers through the journey of seeking help.

Campaign Deliverables

• (2) :30-second TV Spots
• (2) :30-second Radio Spots
• Targeted Digital Assets
• Paid Media Placement & Measurement

Results

With a lean budget, TMG prioritized strategic partnerships and media efficiency:

• 5.5+ million digital impressions
• 27,500+ clicks to the informational website
• 10,000+ TV and radio spots aired statewide
• 3:1 return on ad spend, thanks to a statewide partnership with the West Virginia Broadcasters Association and a programmatic digital video campaign targeting both seniors and caregivers

Conclusion

The campaign succeeded in elevating awareness and improving understanding of Adult Protective Services across West Virginia. It not only delivered on performance metrics but also received national acclaim.

The “Maze” spot was recognized for outstanding Use of Lighting and compelling storytelling, demonstrating the power of thoughtful creativity in public awareness campaigns – winning a Silver Telly for lighting in Regional TV.

Learn more about the West Virginia Bureau for Social Services’ Adult Protective Services division here.