n4a Implements Highly Successful Digital TV: Keeping Seniors Connected Campaign

The National Telecommunications and Information Administration, U.S. Department of Commerce, funded the National Association of Area Agencies on Aging (n4a) as the lead organization for a coalition of nine national aging associations to help vulnerable older American make a successful transition to digital television. With the intent that no senior be left in the dark, the Digital TV: Keeping Senior Connected Campaign mobilized the national network of aging services providers by engaging the memberships/affiliates of the participating national aging associations to provide educational outreach and direct assistance. The campaign targeted homebound, rural, isolated, low income, minority and limited-English speaking seniors, and persons with disabilities.

Campaign Strategy

n4a and its national DTV coalition partners funded over 132 local grassroots campaigns and two statewide campaigns in 42 states, the District of Columbia and none Tribal nations. The partners used their status as the trusted source of information and assistance among seniors—along with the infrastructure of the Aging Services Delivery System—to propel this successful campaign.

The aging organizations and agencies conducted thousands of local educational presentations and demonstrations, tapped local broadcasters to host televised outreach events and used their linkages with local, state and national government officials to get the word out about the transition.

Key to the Campaign’s success was the provision of the critical one-to-one assistance many seniors needed:

1. assessing their DTV-readiness,
2. helping them apply for $40 converter box coupons,
3. buying and hooking up the converter box,
4. teaching them how to use the new technology, and
5. troubleshooting antenna and reception problems.

Campaign Success

In just seven months, the campaign provided outreach and education to more than 30 million seniors and had over 500,000 contacts for individualized assistance to vulnerable older Americans nationwide. This Campaign provided seniors with the tools to stay connected and saved their lifeline to the outside world. With the tremendous work of the campaign partners, millions of seniors stayed out of the dark when the switch was flipped in June 12, 2009.

Staff Contacts

• Theresa Lambert, Campaign Director
• Laurie Stevens, Campaign Manager