Stop Edadismo

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#STOP EDADISMO FINAL PROJECT

TEAM E MVDM O1


DYLAN D'LIMA

EUGENIA SANTAELLA

LORENZO ALIBRANDI FINAL PROJECT

JESSICA GOMEZ

NEHA BHAMBURDEKAR PAGE 02


We are... Strategic //

FINAL PROJECT

Bold //

Divergent

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We make... everyday stories, unforgettable

FINAL PROJECT

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// started in 2002 by Fernando Fernรกndez-Gil // wanted to promote elderly integration in the local life through intergenerational enrichment and dignified active aging

THE CLIENT

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Los Argonautas 40 +

CENTERS

THE CLIENT

1K + VOLUNTEERS

15K + USERS

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# MAYORESMAESTROS ELDERLY

TEACHING THE ELDERLY

THE PROGRAM

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# MAYORESMAESTROS

THE PROGRAM

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X

# MAYORESMAESTROS

THE PROGRAM

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#STOPEDADISMO

(ageism)

This is an awareness program dedicated to promoting a positive image of the elderly, with emphasis on disseminating a more realistic and diverse vision of these people.

THE PROGRAM

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#STOPEDADISMO SOCIAL AGEISM

#STOPEDADISMO SEEKS TO

... gives a negative view of the aging process and creates harmful stereotypes of the elderly

... identify attitudes and beliefs of the elderly in society, that is, behaviours that discriminate against the elderly due to their age

THE PROGRAM

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The Campaign TRANSMEDIA COMMUNICATION CAMPAIGN

#STOPEDADISMO

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OBJECTIVES ONE

TW0

THREE

Show the elderly in a positive way, using messages to face ageism (#stopedadismo)

Inform IE students about Ageism while fostering  good practices both professionally and personally

Inform and show the collaboration between Los Argonautas, LL&C, IE University as entities committed to spreading a realistic and positive image of elderlies

#STOPEDADISMO

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TARGET AUDIENCE students, in Madrid from 20 to 35 years old

#STOPEDADISMO

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Strengths 1/ Access to strong market research (IE students) 2/ Targeted audience is clearly defined 3/ Availability of technical resources to develop a successful campaign 4/ Ageism is a recent situation and topic to discuss in society 5/ Access to possible protagonists for the campaign (IE students, elderlies from their families or society)

Weaknesses 1/ Difficulties to access interviews with elderlies from Los Argonautas 2/ Many people or IE students don’t care about facing ageism 3/ Many changes were made by the client in short notice

SWOT ANALYSIS

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Opportunities 1/ Creating a powerful campaign to make a change in our community 2/ Creating a new trend in society where the younger people appreciate the elderly 3/ Spreading the campaign in many countries (since it’s for IE students)

Threats 1/ IE students may not feel connected with the campaign 2/ Los Argonautas changes our focus again 3/ Facebook runs their own "filter campaign"

SWOT ANALYSIS

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Community of Interest YOUNG PEOPLE WHO ARE EXCHANGING IDEAS ABOUT AGEING AND HOW TO FACE IT They care about the elderly in their families and see them as a priority. This community cares about ageism; they want to avoid negative stereotyping of the elderly based on age because they want to stop this bias from reaching their parents and one day themselves as well.

#STOPEDADISMO

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Our Territory PERCEPTION OF AGEING Our territory includes people who are talking about ageing in regards to the elderly, their own family members and themselves. The perception of ageing is a territory that is relevant to every generation and every person as eventually everyone indeed ages and grows older and most likely will have to face ageism in one form or another.

#STOPEDADISMO

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Storytelling


Ageing doesn’t have to be seen in a negative manner. We strive to change perceptions against ageism and inspire people to view ageing as something positive.

#STOPEDADISMO


Research We conducted a focus group formed by IE students, between the ages of 21 and 32 and researched the internet to dig deeper in to this issue

RESEARCH AND KEY INSIGHTS

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EVERYONE CONNECTS WITH AGEING


2 OUT OF 3

WORKERS BETWEEN AGES 45-74 SAY THEY HAVE SEEN OR EXPERIENCED AGE DISCRIMINATION AT WORK

HTTPS://WWW.AARP.ORG/WORK/ON-THE-JOB/INFO-2017/AGE-DISCRIMINATION-FACTS.HTML


ELDERS ARE ASSOCIATED WITH WISDOM AND KNOWLEDGE. ESPECIALLY WHEN IT CAME TO THEIR

GRANDPARENTS


GRANDPARENTS ARE SEEN IN A POSITIVE LIGHT COMPARED TO THE OTHER SENIOR CITIZENS


OLD IS NEGATIVE // AGEING IS NOT OLD IS A LABEL // AGEING IS A PROCESS


Strategy Facebook Profile Picture Filter

Main campaign testimonial video

Print ads around IE

THE CAMPAIGN

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Profile Picture Filter Campaign 1/ Created a Facebook event 2/ Help build a community 3/ User-generated content 4/ Effective way to spread the word if executed properly

THE CAMPAIGN

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#STOPEDADISMO


#STOPEDADISMO


#STOPEDADISMO


Campaign Video INTERVIEWED IE STUDENTSÂ

WE DID THIS TO...

We asked them direct and personal questions about their perceptions about the elderly, memories and stories about their grandparents, and lastly how they reflect personally about themselves ageing

encourage and urge other students/viewers to change negative perceptions of the elderly starting with themselves. If we view other senior citizens in the way we view our grandparents, we can help change the negative stigma around ageism

#STOPEDADISMO

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Campaign Video EXTERNAL POV to understand their personal POV and society's POV about the elderly in our society

INTERNAL POV asked them personal questions about their relationship with their grandparents, how their bond was, what they were like, how were they different, etc

#STOPEDADISMO

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Campaign Video

#STOPEDADISMO

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Print ads Print ads featuring our interviewees (and others) that show an image of their face where one side shows what they look like now and the other what they would look like in 40 years

#STOPEDADISMO

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Landing Page www.stopedadismo.com

#STOPEDADISMO

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Landing Page


Landing Page


Campaign Calendar MAY-JUNE

Continue promoting and monitoring Gather UGC post it on the landing page & Facebook page Post snippest of the final video 2ND WEEK OF MAY

Start the campaign Put up posters Monitor the campaign on Facebook and actionsprout

END OF JUNE

Gather analytics from Facebook & actionsprout

1ST WEEK OF MAY

Set-up the campaign on actionsprout Create the online event on Los Argonautas Facebook Page All art work, designs, etc are finalized Make sure the contest is fully planned #STOPEDADISMO

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Content Calendar PEAK ENGAGEMENT

DAYS OF THE WEEK

9-10PM

TUES/WED/THURS/SAT

#STOPEDADISMO

CONTENT

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KPIs . Results . Recommendations


# of Participants 5% target

x

7,500 students at

=

375 students

(on going)

#STOPEDADISMO

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# of Participants Still in collaboration with IE Communications

#STOPEDADISMO

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Online Event 200 guests

#STOPEDADISMO

11%

filter conversion

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Video Views our target was

reached

1000

2200

#STOPEDADISMO

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Media Coverage 6

media outlets

#STOPEDADISMO

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LA VANGUARDIA

EUROPA PRESS

#STOPEDADISMO

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MAYOR ACTUAL

EL ECONOMISTA

#STOPEDADISMO

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NEWS 3EDAD

NOSOTROS LOS MAYORES

#STOPEDADISMO

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Recommendations // integrate IE clubs // instagram page // volunteers from Los Argonautas to participate online // host offline events in partnership with other schoolsÂ

#STOPEDADISMO

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JOIN THE MOVEMENT FINAL PROJECT

TEAM E MVDM O1


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