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Brand Perception Change: Younger Demographic

STRATEGIST | MIAMI AD SCHOOL | SPEC WORK

INDUSTRY: NGO - Canada's National Seniors' Advocacy Organization

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THE ASK
The ask was to get younger adults under the age of  35 years to care about older adults over the age of 65 years. 

RESEARCH
Survey, interviews, social listening, industry insights, Consumer behaviour, psycho-social studies

THINKING

The human brain is hardwired to prioritize our own interests over those of others, and even our future self. The media environment feeds into our bias to other older adults.

INSIGHT
When we lack connection with older adults we rely on the media to formulate our ideas about them.

SOLUTION 

We want to use media to formulate cross-generational collaboration and foster empathy.

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IDEA

  • Awareness: Emotional campaign video

  • Behaviour: Netflix Ageism Analyzer Chrome plugin

  • Connection: CanAge Movie Nights Cross-generational collaboration


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MEASUREMENT 

  • Number of video views 

  • Engagement on social media

  • Chrome plugin downloads 

  • Website unique views

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