Petits Frères des Pauvres - "At 70, they bury their desire"

Josiane

Josiane Paris, Francia

Premios

1413

This ad is part of the ACT Responsible Collection

Marca: Petits Frères des Pauvres
País: Francia

Anunciante: Les Petits Frères des Pauvres

Título	At 70, they bury their desire
Brief	During the 1st of October, the international day of elderly people, the “Petits Frères des Pauvres” association would like to raise awareness about the intimate life of our elders. During this campaign, the association is highlighting a cliché that people often have about the sexual, intimate and affective life of the elderly. This stereotype is immediately discredited thanks to a nice picture of a stolen moment of an elderly couple.The campaign closure seeks to raise awareness: "Don’t reduce our elders to our clichés". The campaign reveals the association's report on the intimate and affective life of the elderly. The results are clear: advancing age doesn't prevent us from having desires, quite the opposite. Older people are satisfied with their intimate life. Only stereotypes get in the way.This campaign, has already given us exceptional results: the association's website has not been able to absorb the traffic and crashed.
Agencia	Josiane
Campaña	Don't reduce elders to our clichés
Anunciante	Les Petits Frères des Pauvres
Marca	Petits Frères des Pauvres
Fecha de primera difusión/publicación	2022 / 10
Sector Empresarial	Acciones Caritativas, fundaciones, voluntariado
Sinopsis	"Petits Frères des Pauvres" is a French charity association recognised as being of public utility, which fights against the isolation of the elderly. It carries out actions that enable them to recreate links and regain a dynamic life.
Filosofía	The idea is to show a cliché, a real one, a reflection of the way we look at our elders, to which we have contrasted an objective fact measured by the study and a telling visual that discredits the stereotype. The aim of the campaign is to challenge stereotypes about the affective or sexual lives of older people. Each tagline is a cliché written as simply and naturally as a person might throw them into a conversation. They are verbatims, and you have to understand that immediately. At the same time, the visuals reveal the truth about this subject, the truth that “les Petits Frères des Pauvres” knows perfectly well. These images are natural, some stolen moments from the intimate lives of several elderly couples. The picture is a clear negation of the catchphrase. The results are clear : older people are satisfied with their intimate life. Only stereotypes get in the way.
Problema	Petits Frères des Pauvres association has conducted a study on the emotional, intimate and sexual life of people aged 60 and over. It highlights a gap between the preconceived ideas about the emotional and sexual life of people as they age and the reality.
Resultado	This campaign exceeded the expectations set and provoked a huge conversation on the social network and between the public, health professionals and carers.... It generated so much traffic on the association's website that it was (temporarily) saturated and out of service. Although an awareness-raising campaign, without a call to action, is difficult to measure, this one raised the profile of the subject by generating numerous reactions on social networks (60,000 impressions just for the publication on our LinkedIn page). It also received more than 300 press releases in national, regional and specialized media.
Medio	Prensa y publicaciones
Director de publicidad	Emmanuelle Soublin
Founder/Managing Director	Laurent Allias
Strategy Director	Evelyne Bourdonné
Planificador estratégico	Clara Laffont
Director creativo	Jérôme Diez
Supervisor de arte	Mohamed Ali Saadi
Responsable de conceptos / redactor	Pierre-Marie Faussurier
Responsable de conceptos / redactor	Léa Bibonne
Consejero creativo	Jérémy Frappat
Director de proyectos	Victor Quarello
Fotógrafo	Jair Lanes