The main objective: To raise awareness of the isolation of the elderly and to encourage people to take action to help them get out of it.The goal is not to collect funds, but to raise awareness, change behavior and take action.The mission of Les Petits Frères Des Pauvres is to raise awareness without making people feel guilty. Indeed, social death is a difficult subject to address without giving the feeling of incriminating. It was necessary to make people want to do something about it, by proving the simplicity of the action in order to reach all segments of the population, because aging concerns us all.To raise awareness, the film uses a simple and direct narrative principle: to understand what someone is going through, you have to put yourself in their shoes. The concept of the video allows us not only to be spectators of a situation, but to put ourselves in the place of the elderly person: we will literally become the other person.Les Petits Frères Des Pauvres targets everyone, every person who might come across an elderly person is a target, because every person has the power to act. The advertiser highlights the simplicity of the solution to this problem that affects us all.In short: move from THEM (isolated elderly people) to WE (all of us, who will also age).