Radio is an emotional project to support senior people who want to stay in touch with the modern world.
We’re used to keep ourselves informed using different resources so we don’t even know how did we learn this or that information. Older people, especially those living in retirement homes, cherish human connection and information access more than ever. They love listening to music, news, weather, various radio programs – anything to feel in touch with community and understand what’s going on around.
The project’s goal is to raise money for radio receivers and provide with them senior people living in retirement homes. Our key audience is active, busy people – they get hundreds of advertising messages throughout the day. So we need to get the attention of people who have built up a kind of immunity to advertising. We’ve developed the creative idea of campaign, its name, logo and scripts for audio ads.
In order to achieve the emotional involvement of the audience, we asked real pensioners to tell their life stories on their own behalf.