| Заголовок | After 60, you don't have sex anymore |
| Заголовок (оригинальный язык) | Après 60 ans, on ne fait plus l'amour (anglais) |
| Brief | During the 1st of October, the international day of elderly people, the “Petits Frères des Pauvres” association would like to raise awareness about the intimate life of our elders. During this campaign, the association is highlighting a cliché that people often have about the sexual, intimate and affective life of the elderly. This stereotype is immediately discredited thanks to a nice picture of a stolen moment of an elderly couple.The campaign closure seeks to raise awareness: "Don’t reduce our elders to our clichés". The campaign reveals the association's report on the intimate and affective life of the elderly. The results are clear: advancing age doesn't prevent us from having desires, quite the opposite. Older people are satisfied with their intimate life. Only stereotypes get in the way.This campaign, has already given us exceptional results: the association's website has not been able to absorb the traffic and crashed. |
| Агентство | Josiane |
| Кампания | Don't reduce elders to our clichés |
| Рекламодатель | Les Petits Frères des Pauvres |
| Бренд | Petits Frères des Pauvres |
| Дата первой трансляции/Публикации | 2022 / 10 |
| Бизнес сектор | Институциональные/общественного интереса/некоммерческие организации |
| История | "Petits Frères des Pauvres" is a French charity association recognised as being of public utility, which fights against the isolation of the elderly. It carries out actions that enable them to recreate links and regain a dynamic life. |
| философия | The idea is to show a cliché, a real one, a reflection of the way we look at our elders, to which we have contrasted an objective fact measured by the study and a telling visual that discredits the stereotype. The aim of the campaign is to challenge stereotypes about the affective or sexual lives of older people. Each tagline is a cliché written as simply and naturally as a person might throw them into a conversation. They are verbatims, and you have to understand that immediately. At the same time, the visuals reveal the truth about this subject, the truth that “les Petits Frères des Pauvres” knows perfectly well. These images are natural, some stolen moments from the intimate lives of several elderly couples. The picture is a clear negation of the catchphrase. The results are clear : older people are satisfied with their intimate life. Only stereotypes get in the way. |
| Проблема | Petits Frères des Pauvres association has conducted a study on the emotional, intimate and sexual life of people aged 60 and over. It highlights a gap between the preconceived ideas about the emotional and sexual life of people as they age and the reality. |
| Результат | This campaign exceeded the expectations set and provoked a huge conversation on the social network and between the public, health professionals and carers.... It generated so much traffic on the association's website that it was (temporarily) saturated and out of service. Although an awareness-raising campaign, without a call to action, is difficult to measure, this one raised the profile of the subject by generating numerous reactions on social networks (60,000 impressions just for the publication on our LinkedIn page). It also received more than 300 press releases in national, regional and specialized media. |
| Тип медиа | Печать |
| Менеджер по рекламе | Emmanuelle Soublin |
| Founder/Managing Director | Laurent Allias |
| Стратегический директор | Evelyne Bourdonné |
| Стратегический планировщик | Clara Laffont |
| Креативный директор | Jérôme Diez |
| Арт-администратор | Mohamed Ali Saadi |
| Копирайтер | Pierre-Marie Faussurier |
| Копирайтер | Léa Bibonne |
| Творческий консультант | Jérémy Frappat |
| Менеджер проекта | Victor Quarello |
| Фотограф | Jair Lanes |
| Advertiser manager | Emmanuelle Soublin |
| Agency director | Laurent Allias |
| Director of Strategies | Evelyne Bourdonné |
| Strategic planner | Clara Laffont |
| Creative Director | Jérôme Diez |
| Head of art | Mohamed Ali Saadi |
| Copywriter | Pierre-Marie Faussurier, Léa Bibonne |
| Consulting director | Jérémy Frappat |
| Head of group | Pauline Mariotte |
| Project manager | Victor Quarello |
| Photographer | Jair Lanes |
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