|Título||Seniors for seniors|
|Brief||When older people go to buy a mobile device, they sometimes feel blinded by the science spouted by younger vendors. In fact, technology is better explained to seniors...by other seniors. So Vodafone retrained some retirees into a sales force. The recruitment was based only on two criteria: they had to be over 65, and know nothing about technology. The related film sparked a debate about age-ism.|
|Campaña||Seniors for seniors|
|Marca||Vodafone - HR Program|
|Fecha de primera difusión/publicación|
|Sector Empresarial||Servicios de telecomunicaciones|
|Sinopsis||Through this special HR program we recruited, trained, and reconverted pensioners into Vodafone sales force to support older customers and connect them to modern technology in a dignifying and successful way.|
|Filosofía|| Technology can be better explained to seniors… by other seniors.|
We developed an HR experimental program to reconvert pensioners into Vodafone sales force.
The recruitment was based only on 2 criteria: to be over 65 y.o. and know nothing about modern technologies.
We redesigned our training program, using less memorization but learning by play.
|Problema|| In Czech Republic pensioners feel useless and deserted.|
Technology deepens their disconnection.
Young vendors use too much jargon and don’t any patience for elders.
|Resultado|| Ageism became a public topic, next to feminism and racism.|
Czech Parliament is supporting the initiative.
Nationwide TV coverage
|Director creativo||Razvan Capanescu|
|Director creativo||Filip Kukla|
|Responsable de conceptos / redactor||Filip Kukla|
|Director artístico||Filip Kosatka|
|Director artístico||Petra Bíró|
|Productor de la productora||Michael Sroubek|
|Productor de la productora||Veronika JelšÍková|
|Digital Artwork||Tomas Matis|
|Digital Artwork||Aramayis Tokhyan|
|Pr Officer||Alice Reindlová|
|Director de cuentas||Lucie Srbkova|
|Director de publicidad||Vladimira Dolezelova|
|Responsable de la creación||Razvan Capanescu|
|Director del grupo de creación||Filip Kukla|
|Responsable de conceptos / redactor||Razvan Capanescu|
|Responsable de cuentas de agencia||Petr Malina|
|Director de proyectos||Martina Hejdová|
|Director de proyectos||Jan Binar|
|Director de fotografía||Radim Střelka|
|Productor de la productora||Michal šRoube|
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