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    In France, 27% of the people over 75 years old (1,2 million) suffers from social isolation. Estimates for 2040 bring this number to 4 million peo… Read More
    In France, 27% of the people over 75 years old (1,2 million) suffers from social isolation. Estimates for 2040 bring this number to 4 million people. As a major issue in the coming years, we had to find the best way to address it. We chose to target mainly young persons as we are convinced that the new generation, who tends to neglect family, has an important role to play to decrease these alarming numbers. By using a medium they know, Internet, we wanted to raise their attention on the issue. To do so, we decided to be provocative and chocking by addressing the subject in its financial angle. Indeed, in France, almost 1/3 of the seniors (over 75 years old) declares being victims of money extorsion : fraud, robbery, inheritance misappropriation etc, and most of them are isolated persons. The purpose of "Plume un vieux" campaign, by using french argot, was to provoke a brutal conscious awareness on this issue and to open the debate. We did so by quickly turning viral thanks to cynical and provocative images and taglines. The content we used was based on a vocabulary stemming from an exclusive poll sent to more than 400 persons, dealing about their own views on elderly people. Read Less
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