Title | Honestly, a wrinkled body is not attractive |
Agency | Josiane |
Campaign | Don't reduce elders to our clichés |
Advertiser | Les Petits Frères des Pauvres |
Brand | Petits Frères des Pauvres |
Date of First Broadcast/Publication | 2022 / 10 |
Business Sector | Charities, Foundations, Volunteers |
Story | "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. |
Philosophy | 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. |
Problem | 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. |
Result | 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. |
Media Type | |
Advertising Manager | Emmanuelle Soublin |
Founder/Managing Director | Laurent Allias |
Strategy Director | Evelyne Bourdonné |
Strategic Planner | Clara Laffont |
Creative Director | Jérôme Diez |
Art Supervisor | Mohamed Ali Saadi |
Copywriter | Pierre-Marie Faussurier |
Copywriter | Léa Bibonne |
Creative Consultant | Jérémy Frappat |
Project Manager | Victor Quarello |
Photographer | Jair Lanes |