Old, older, most experienced
Matter & Partner, commissioned by the City of Zurich, aims to bring young and old closer together again.
On behalf of the City of Zurich, the company Matter & Partner wants to bring young and old closer together again. Improving the image of senior citizens should play an important role in this social discussion. This approach has now prompted the City of Zurich's Department of Health and Environment to create greater awareness of the two population groups, young and old. In addition to better integration of the elderly, the policy also aims to promote intergenerational projects - such as senior citizens as experts in schools or jointly produced video projects by young and older people.
A campaign designed and implemented by Matter & Partner is currently running in the city to raise awareness of all these ideas. The "Who knows more ... ?" campaign aims to bring older people closer to the population with posters and TV commercials.
"Older people are often only perceived by us on the basis of their deficits," said Robert Neukomm, Zurich's Chief Health Officer, at the presentation of the new campaign. In this campaign, senior citizens are to be portrayed in a different light for once: They are self-confident, cheerful and, above all, an asset to society. "In politics, old age often only appears as a cost factor, and people are all too often reduced to their profitability," explained Monika Stocker, Head of Social Affairs, on the occasion of the campaign.
For this reason, the image campaign contrasts the stereotype of the lonely, frail and dependent old person with the lively, dignified and therefore experienced old person.
Know more - even about sex
"Who knows more about sex than a 93-year-old?", posters and streetcar posters refer to the experience of a senior citizen, before concluding: "Talk to an old person. It's worth it."
It is true that Gertrud, the senior citizen depicted on this poster, doubted herself when she agreed to this text whether the
perhaps young people today understand more about these interpersonal activities after all. In fact, the headline seems a little overly trusting when you consider that the 93-year-old only witnessed the invention of the pill, including all its side effects, as an observing grandmother.
However, the provocative statement on the poster "Who knows more about sex?" is sympathetically put into perspective in the TV ad when a 79-year-old recounts his first experiences of love during a harmless and furtive fling on the Chäferberg. "It just came down to practicalities." In the second spot, a senior citizen reminisces about old hairstyles and long-forgotten arguments. The two amusing and sensitive TV commercials created by Daniel Matter and Philipp Skrabal will be broadcast on TeleZüri.
In addition to the five posters that can be seen all over Zurich, another one hangs as a mega poster on the scaffolding of the Fraumünster. This one really sums up the richness of being old: "Who knows more about life than a 96-year-old?"
All the models for the commercials and posters come from municipal retirement homes. The photos and films were created by Serge Hoeltschi, who also attracted attention with his dedicated commercial for the Mühlhalde home for the blind.
Mehrwisser: Image cultivation for senior citizens.
Andreas Panzeri
A campaign designed and implemented by Matter & Partner is currently running in the city to raise awareness of all these ideas. The "Who knows more ... ?" campaign aims to bring older people closer to the population with posters and TV commercials.
"Older people are often only perceived by us on the basis of their deficits," said Robert Neukomm, Zurich's Chief Health Officer, at the presentation of the new campaign. In this campaign, senior citizens are to be portrayed in a different light for once: They are self-confident, cheerful and, above all, an asset to society. "In politics, old age often only appears as a cost factor, and people are all too often reduced to their profitability," explained Monika Stocker, Head of Social Affairs, on the occasion of the campaign.
For this reason, the image campaign contrasts the stereotype of the lonely, frail and dependent old person with the lively, dignified and therefore experienced old person.
Know more - even about sex
"Who knows more about sex than a 93-year-old?", posters and streetcar posters refer to the experience of a senior citizen, before concluding: "Talk to an old person. It's worth it."
It is true that Gertrud, the senior citizen depicted on this poster, doubted herself when she agreed to this text whether the
perhaps young people today understand more about these interpersonal activities after all. In fact, the headline seems a little overly trusting when you consider that the 93-year-old only witnessed the invention of the pill, including all its side effects, as an observing grandmother.
However, the provocative statement on the poster "Who knows more about sex?" is sympathetically put into perspective in the TV ad when a 79-year-old recounts his first experiences of love during a harmless and furtive fling on the Chäferberg. "It just came down to practicalities." In the second spot, a senior citizen reminisces about old hairstyles and long-forgotten arguments. The two amusing and sensitive TV commercials created by Daniel Matter and Philipp Skrabal will be broadcast on TeleZüri.
In addition to the five posters that can be seen all over Zurich, another one hangs as a mega poster on the scaffolding of the Fraumünster. This one really sums up the richness of being old: "Who knows more about life than a 96-year-old?"
All the models for the commercials and posters come from municipal retirement homes. The photos and films were created by Serge Hoeltschi, who also attracted attention with his dedicated commercial for the Mühlhalde home for the blind.
Mehrwisser: Image cultivation for senior citizens.
Andreas Panzeri
