Background_
How do you promote the importance of elderly people when 8 out 10 people associate the process of getting old with decay and misfortune? The #1 NGO for elderly, Fundación Las Rosas, needed to change this perception and show that seniors are full of capabilities.
Idea_
Many years after his last appearance on tv, we brought Javier Miranda, the legendary Chilean journalist and news anchor, back to the country’s most important tv news. An action that took place on National Elderly Day. And an inspiring example of respect and recognition to the experience, wisdom and will of our elders.
