Big result
On the occasion of the International Day of Older Persons, we designed and launched a global digital campaign with the #MySeniorMoment.
Championing older age
My Senior Moment campaign
Partner: HelpAge International
Story
HelpAge International wanted to launch a cross-organisational communications campaign that aims to change the way we position and present our work on older people.
The campaign, #MySeniorMoment, was designed by Big Blue to be a public-facing drive to have older people seen differently.
We assisted HelpAge in launching on 1 October 2022, on the International Day of Older People, a significant communications day for the organisation and the ageing community.
Approach
To design a pro-aging campaign, we thoroughly researched the current narratives around old age and older people.
We identified key influencers that could change the narrative of how we see older persons. For example, we showcased older people engaged in uplifting activities to challenge the norm of ‘winding down’.
We also identified older people with significant achievements in recent times and we showcased them in the materials we designed.
Results
The result was the launch of an engaging and successful global digital campaign that was well-received by the online community and relevant stakeholders.
