Closing the Digital Gap
Many older adults in underserved communities remain disconnected from the digital world due to a lack of accessible tech education. Delete The Divide set out to close this gap by promoting free Learn Basic Tech classes—targeting adults aged 55+ living near two local learning centers. The challenge was reaching this demographic in a digital environment they may not typically engage with.
Objective:
Increase awareness and participation in free tech education courses among older adults in high-need neighborhoods. Drive qualified traffic to the program’s landing page and support long-term community empowerment through digital literacy.
We executed a dual-platform media strategy designed to reach older audiences with both relevance and precision.
Approachability Was the Strategy
On YouTube, we delivered storytelling-based skippable video ads to build familiarity and trust. These were geo-targeted to communities surrounding the two learning centers and optimized for video completions and audience retention.
On Google Search, we captured high-intent users searching for help with technology. Our keyword strategy focused on common needs like “learn to use email” or “how to use a smartphone,” and the ad copy was written to be clear, friendly, and approachable for older users.
This full-funnel approach combined broad awareness with action-oriented messaging, ensuring we not only reached the right audience—but moved them to engage.
The campaign delivered more than impressions—it delivered empowerment. By meeting older adults where they were and communicating in a clear, encouraging tone, we helped drive tangible participation in digital education.
2.4M
IMPRESSIONS
5.7k
CLICKS
802k
ENGAGEMENTS
1.8M
VIDEO VIEWS