2022 Winners & Shortlists

TECH AND OLD PEOPLE

BrandMINISTRY OF COMMUNICATIONS AND INFORMATION TECHNOLOGY
Product/ServiceDIGITAL LITERACY
EntrantMINISTRY OF COMMUNICATION AND INFORMATION TECHNOLOGY Riyadh, SAUDI ARABIA
CategoryCorporate Purpose & Social Responsibility
Idea Creation HABBAR ADVERTISING CO. Riyadh, SAUDI ARABIA
Production AFLAM PRODUCTIONS Riyadh, SAUDI ARABIA

Why is this work relevant for Creative Strategy?

This work is relevant to creative strategy because it found a way to target multiple segments changing perception in one and building confidence in the other. The campaign also was designed in a way that allows relevant entities to support the cause and message in their own content.

Background

Situation: When it comes to technology, old people suffer from agism. People tend to assume that old people don’t know or fit with anything new, especially technology. This discrimination pushed them from tech specially when everyone around them is busy keeping up with life. Our solution was to make seniors feel empowered and confident in their ability to cope with technology. Brief: Change the perception of old people using technology and empower them to use it with confidence. Objectives: The Ministry wanted to launch a campaign with the objective of introducing technology to old people and educate them on simple tech tips that can enhance their quality of life and wellbeing. When we received the brief, we took a step back and realized a bigger issue. The first thing that came to mind was the quote “ Give a Man a Fish, and You Feed Him for a Day.

The Interpretation of the Challenge (30% of vote)

The challenge was in finding a way to change the perception of the younger generation while simultaneously building the confidence of the older generation. This required an idea that would impact both segments in a smooth and natural way.

The Insight / Breakthrough Thinking (30% of vote)

What inspired this campaign was the way society views seniors’ compatibility with technology. Most people think that older people cannot learn how to utilize technology or effectively use it and prefer doing everything tech related for their parents or grandparents instead of teaching them. We wanted to change this image so we came to the conclusion that the best way to do it is to break this stereotype by working on representation of seniors in the field of tech.

The Creative Idea (20% of vote)

We broke the convention of shooting young adults and adolescents in tech commercials and replaced them with older people and made them look tech savvy. For seniors, seeing themselves in a tech commercial gave them a huge boost in their confidence. Inclusion and representation were key for this campaign to work. On the other hand, it made the young see that as a normal thing and sparked a healthy dialogue on social media.

The Outcome / Results (20% of vote)

Many tech companies joined the campaign and started replacing young models in their ads with older people. Senior representation in tech has become a reality as social media was filled with designs and posts featuring them. This made a lot of people talk about the cause and just recently the Family Affairs Council launched a Hackathon geared specifically towards tech inventions that serves seniors and their wellbeing using the same headline from the campaign.

Please tell us how the brand purpose inspired the work

The client in this campaign was the Ministry of Communications in Saudi Arabia, and one of their specializations was to educate people on how to work with devices and spread a culture of promotion for them.

Credits

Name Company Role
talal alnomair Habbar copywriter
Bandar Altuwairqi Habbar team leader
al kowthar a Habbar copywriter
ohod a Habbar copywriter
Links
Video URL