#freeofage

Integrated social media campaign summaryWe created social plug-in that switches users profiles between young and elderly people with common interests in order to share their friends, interests, groups, events, etc.

Creative insight

Ageing can be different. But in our society elderly people are isolated and do not participate in social life. We do not celebrate ageing as a positive time. The same thing is happens in social networks where young and more mature people communicate separately in spite that they still have lot of interests in common.

We created social plugin that switches users profiles between young and elderly people with common interests. In order to activate plugin we ask both of them to answer a question in their profile:

Young (14-35): What you truly love to do? Elderly (60+): What you have

or

Young (14-35): What skills would you like to upgrade? Elderly (60+): What are you do best?

etc.

What is our solution?

Our plug-in switches users’ profiles whose answers matched to share their friends, interests, groups, events, etc. We also change avatars and place special cover so friends could know about #freeofage project.

How does it work?

We remove the social gap between young and elderly people. Profile management switch allows to see each other side and proves that no matter how old you are if you are an interesting person. Ageing is only an individual development stage.

Our campaign shows how ageing gives opportunity to finally do something for themselves and to realise long-cherished wishes and, at the same time, encourage elderly people to share their experience and skills.

Facebook We would use Facebook as a trigger for our social plug-in and matching people with the same interests. The main idea of profile switching is to share friends, interests, groups, events, etc.

Instagram We create Instagram profile with all user generated photos with the hashtag #freeofage.

Periscope We would ask our participants to broadcast in Periscope #freeofage moments and and positive experience.