We have an acute need to increase the happiness, health and wellbeing of people aged 65 and over. Due to the pandemic, the number of visitors to cultural, library and exercise services decreased. How could we get those, who stay at home, back into using services and taking part in activities?
Together with the City of Helsinki, we wanted to improve the opportunities for the elderly to leave home and have fun together.
The key message of the campaign focuses on the social aspect of the services. Whether an exercise class or a cultural event, anyone could find their happy place and good company.
Older people are still young at heart, and they have a lot to give – an insight we wanted to communicate through the stylish, empowering and eye-catching key visuals.
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