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Challenge To motivate elderly people to make edging more active and healthy

Target audience Elderly people 60+

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Insight I want to live an active life, but i can't do it because of my health.

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Strategy:

To choose points of contact, with the help of which we can directly impact on the target audience and change their stereotypes of behavior.

We want to show an alternative to elderly people, we want them to prefer

active instead of passive: do not sit, but stand; do not stand, but go.

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Activation 1: Clinics.

Elderly people spend much time in queue in clinics. In such places we create

special zone. We mark it with a special sign on the floor and make an inscription: “For elderly who do not feel themselves elderly”. Standing here, elderly actively express their position of their edging.

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Activation 2: Public transport.

We do the same thing in the public transport, using one of the zones free from

sitting places.

Activation 3: Yandex.Maps.

Yandex.Maps is very popular service in Belarus. There is no such a function as

making a route by foot like in Google Maps. We add such function. When the system defines the age of a user (60+), it builds a route and

automatically chooses the regime “By foot”, not the “By car” or “By public transport”.

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Activation 4: Bus stops.

Many elderly people use public transport to move at each distance length. We

put tablets with the text: “By foot it’s 10 minutes to the next stop” and write our message. “For elderly people who do not feel themselves elderly”.

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Summary:

We’ve based on the stereotypes of the elderly people’s behavior: “Sit mush,

stand less”. We’ve use that channels which could show them the alternative of the active life instead of passive.

We give a zone with the help of which elderly people can show their attitude to

the edging.

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