#STOP EDADISMO FINAL PROJECT
TEAM E MVDM O1
DYLAN D'LIMA
EUGENIA SANTAELLA
LORENZO ALIBRANDI FINAL PROJECT
JESSICA GOMEZ
NEHA BHAMBURDEKAR PAGE 02
We are... Strategic //
FINAL PROJECT
Bold //
Divergent
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We make... everyday stories, unforgettable
FINAL PROJECT
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// started in 2002 by Fernando Fernรกndez-Gil // wanted to promote elderly integration in the local life through intergenerational enrichment and dignified active aging
THE CLIENT
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Los Argonautas 40 +
CENTERS
THE CLIENT
1K + VOLUNTEERS
15K + USERS
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# MAYORESMAESTROS ELDERLY
TEACHING THE ELDERLY
THE PROGRAM
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# MAYORESMAESTROS
THE PROGRAM
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X
# MAYORESMAESTROS
THE PROGRAM
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#STOPEDADISMO
(ageism)
This is an awareness program dedicated to promoting a positive image of the elderly, with emphasis on disseminating a more realistic and diverse vision of these people.
THE PROGRAM
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#STOPEDADISMO SOCIAL AGEISM
#STOPEDADISMO SEEKS TO
... gives a negative view of the aging process and creates harmful stereotypes of the elderly
... identify attitudes and beliefs of the elderly in society, that is, behaviours that discriminate against the elderly due to their age
THE PROGRAM
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The Campaign TRANSMEDIA COMMUNICATION CAMPAIGN
#STOPEDADISMO
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OBJECTIVES ONE
TW0
THREE
Show the elderly in a positive way, using messages to face ageism (#stopedadismo)
Inform IE students about Ageism while fostering  good practices both professionally and personally
Inform and show the collaboration between Los Argonautas, LL&C, IE University as entities committed to spreading a realistic and positive image of elderlies
#STOPEDADISMO
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TARGET AUDIENCE students, in Madrid from 20 to 35 years old
#STOPEDADISMO
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Strengths 1/ Access to strong market research (IE students) 2/ Targeted audience is clearly defined 3/ Availability of technical resources to develop a successful campaign 4/ Ageism is a recent situation and topic to discuss in society 5/ Access to possible protagonists for the campaign (IE students, elderlies from their families or society)
Weaknesses 1/ Difficulties to access interviews with elderlies from Los Argonautas 2/ Many people or IE students don’t care about facing ageism 3/ Many changes were made by the client in short notice
SWOT ANALYSIS
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Opportunities 1/ Creating a powerful campaign to make a change in our community 2/ Creating a new trend in society where the younger people appreciate the elderly 3/ Spreading the campaign in many countries (since it’s for IE students)
Threats 1/ IE students may not feel connected with the campaign 2/ Los Argonautas changes our focus again 3/ Facebook runs their own "filter campaign"
SWOT ANALYSIS
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Community of Interest YOUNG PEOPLE WHO ARE EXCHANGING IDEAS ABOUT AGEING AND HOW TO FACE IT They care about the elderly in their families and see them as a priority. This community cares about ageism; they want to avoid negative stereotyping of the elderly based on age because they want to stop this bias from reaching their parents and one day themselves as well.
#STOPEDADISMO
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Our Territory PERCEPTION OF AGEING Our territory includes people who are talking about ageing in regards to the elderly, their own family members and themselves. The perception of ageing is a territory that is relevant to every generation and every person as eventually everyone indeed ages and grows older and most likely will have to face ageism in one form or another.
#STOPEDADISMO
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Storytelling
Ageing doesn’t have to be seen in a negative manner. We strive to change perceptions against ageism and inspire people to view ageing as something positive.
#STOPEDADISMO
Research We conducted a focus group formed by IE students, between the ages of 21 and 32 and researched the internet to dig deeper in to this issue
RESEARCH AND KEY INSIGHTS
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EVERYONE CONNECTS WITH AGEING
2 OUT OF 3
WORKERS BETWEEN AGES 45-74 SAY THEY HAVE SEEN OR EXPERIENCED AGE DISCRIMINATION AT WORK
HTTPS://WWW.AARP.ORG/WORK/ON-THE-JOB/INFO-2017/AGE-DISCRIMINATION-FACTS.HTML
ELDERS ARE ASSOCIATED WITH WISDOM AND KNOWLEDGE. ESPECIALLY WHEN IT CAME TO THEIR
GRANDPARENTS
GRANDPARENTS ARE SEEN IN A POSITIVE LIGHT COMPARED TO THE OTHER SENIOR CITIZENS
OLD IS NEGATIVE // AGEING IS NOT OLD IS A LABEL // AGEING IS A PROCESS
Strategy Facebook Profile Picture Filter
Main campaign testimonial video
Print ads around IE
THE CAMPAIGN
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Profile Picture Filter Campaign 1/ Created a Facebook event 2/ Help build a community 3/ User-generated content 4/ Effective way to spread the word if executed properly
THE CAMPAIGN
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#STOPEDADISMO
#STOPEDADISMO
#STOPEDADISMO
Campaign Video INTERVIEWED IE STUDENTSÂ
WE DID THIS TO...
We asked them direct and personal questions about their perceptions about the elderly, memories and stories about their grandparents, and lastly how they reflect personally about themselves ageing
encourage and urge other students/viewers to change negative perceptions of the elderly starting with themselves. If we view other senior citizens in the way we view our grandparents, we can help change the negative stigma around ageism
#STOPEDADISMO
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Campaign Video EXTERNAL POV to understand their personal POV and society's POV about the elderly in our society
INTERNAL POV asked them personal questions about their relationship with their grandparents, how their bond was, what they were like, how were they different, etc
#STOPEDADISMO
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Campaign Video
#STOPEDADISMO
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Print ads Print ads featuring our interviewees (and others) that show an image of their face where one side shows what they look like now and the other what they would look like in 40 years
#STOPEDADISMO
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Landing Page www.stopedadismo.com
#STOPEDADISMO
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Landing Page
Landing Page
Campaign Calendar MAY-JUNE
Continue promoting and monitoring Gather UGC post it on the landing page & Facebook page Post snippest of the final video 2ND WEEK OF MAY
Start the campaign Put up posters Monitor the campaign on Facebook and actionsprout
END OF JUNE
Gather analytics from Facebook & actionsprout
1ST WEEK OF MAY
Set-up the campaign on actionsprout Create the online event on Los Argonautas Facebook Page All art work, designs, etc are finalized Make sure the contest is fully planned #STOPEDADISMO
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Content Calendar PEAK ENGAGEMENT
DAYS OF THE WEEK
9-10PM
TUES/WED/THURS/SAT
#STOPEDADISMO
CONTENT
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KPIs . Results . Recommendations
# of Participants 5% target
x
7,500 students at
=
375 students
(on going)
#STOPEDADISMO
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# of Participants Still in collaboration with IE Communications
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Online Event 200 guests
#STOPEDADISMO
11%
filter conversion
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Video Views our target was
reached
1000
2200
#STOPEDADISMO
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Media Coverage 6
media outlets
#STOPEDADISMO
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LA VANGUARDIA
EUROPA PRESS
#STOPEDADISMO
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MAYOR ACTUAL
EL ECONOMISTA
#STOPEDADISMO
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NEWS 3EDAD
NOSOTROS LOS MAYORES
#STOPEDADISMO
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Recommendations // integrate IE clubs // instagram page // volunteers from Los Argonautas to participate online // host offline events in partnership with other schoolsÂ
#STOPEDADISMO
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JOIN THE MOVEMENT FINAL PROJECT
TEAM E MVDM O1