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Simplify complex systems to provide clear options.

Simplify complex systems to provide clear options.


The Challenge

Navigating a complex healthcare system with many different federal, state and local services can feel overwhelming and confusing—and when trying to find programs for older adults and people with disabilities that are available in-home or in their community, it begins to feel impossible. My Place CT understands this and offers easy-to-understand information people need to live independently at home.

The Strategy

A total redesign of created an engaging personalized experience for visitors and pulled all of the local resources together into one mobile-friendly hub. It includes a new situation-based search and filtering tool, making it easier for visitors to find exactly what they want. Coupled with a statewide media campaign focused on the idea that, “there’s no place like in-home,” we educated the community that in-home care and support is an option—and that My Place CT is the source for information.

The Outcome

The campaign increased web sessions by nearly 75% and users by nearly 66%. Over 50% of those users are accessing the site on mobile. Building on this increase in online usage, we also formed and trained a statewide network of community partners to help promote and assist people with accessing information if needed.

The work

photos of the My Place CT website on a phone and laptop

Redesigned and developed a new mobile-friendly website with a focus on usability

One of the :30 consumer-targeted TV spots featuring the “no place like in home” messaging

Example “No place like in home” :30 radio spots injecting a bit of humor to the campaign

My Place CT advertisement

"No place like in home" campaign billboard featuring a direct call to action

A Facebook carousel ad example—part of the larger social campaign

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