At Portugal’s XXVI Golden Globes Gala, two of Portugal’s biggest stars — Jessica Athayde (nominated for Best Actress) and Diana Chaves (nominated for Best Entertainer) — instead of bringing their partners as their escorts, used their plus one invitation to bring actual isolated elders to the event as their “Golden Dates”. AMP wanted to show the audience of the most watched and photographed red carpet of the country, that even the most valuable companions need company. A stunt that created the perfect spotlight to create awareness towards the issue for jornalists, photographers and the over 1,2MM spectators watching everything.
философия
Celebrities used their plus one invitations to take real isolated elders as their “Golden Dates”.
Проблема
n Portugal, approximately fifty thousand elders are now suffering from isolation. A problem that is expected to get even worse in the coming years: Portugal to be the third country in the world with the most aged population in 2030. To draw attention to this issue, Associação Mais Proximidade (AMP) – an NGO that provides care and companionship to elders in isolation — brought this matter to the event where celebrities dates are as important as celebrities themselves: Portugal’s XXVI Golden Globes. AMP wanted to show the audience of the most watched and photographed red carpet of the country, that even the most valuable companions need company.
Результат
Two of Portugal’s biggest stars — Jessica Athayde (nominated for Best Actress) and Diana Chaves (nominated for Best Entertainer) — instead of bringing their partners as their escorts, used their plus one invitation to bring actual isolated elders to the event as their “Golden Dates”. On live TV, more than 1,2MM (in a country of 10MM) witnessed our Golden Dates walk down the red carpet and surprise the cameras. A perfect spotlight to create awareness towards this issue and make AMP known to a broader audience. Diana Chaves and Jessica Athayde, who have a combined following of 2,8M people, while being the lucky ones who got to enjoy the company of their dates, also voluntarily used their immense digital platforms to bring awareness to the matter. During the week after the Golden Globes live show, our elders were all over Portuguese TV, with appearances and comments in many different TV shows. Golden Dates is a campaign that had zero investment and earned many minutes of coverage in prime-time Portuguese television and is still simmering.