Old and forgotten?

If you are not in the middle of life, it is easy to fall into oblivion. This can happen to anyone, and it particularly affects people in old age. The campaign "Everything has its time - old age in our society" discusses the topic of old age from various perspectives and aims to help ensure that people in old age are also perceived as an enriching part of society.

The Zug-based communications agency chose dialogue as a method of raising awareness and entered into a dialogical process during the goal-setting phase. "Because, let's be honest, what do we know about life beyond the age of eighty?"

In conversations with very old people from all over Switzerland, it became clear that people over eighty are as different as people are. They feel integrated or lonely, forgetful or wide awake, grateful or disappointed. Although they have to come to terms with the fact that they need help, that friends are dying and that life is coming to an end, they all have their own personal story to tell that has made them who they are today. Most of them find their twilight years an enriching experience of retrospection, reconciliation and enjoyment.

Creafactory was looking for a suitable form to reflect the diversity and individuality of life in old age and to allow younger people to participate in the perspective of appreciative reflection today. A suitable and practicable form was found in the publication of biographical-narrative Interviews and Text portraits on the campaign website Alleshatseinezeit.ch and in authentic posters that link to the website.

The protagonists had a say in the selection of texts and images, making the various means of communication their mouthpiece. In addition to the interviews and portraits, the campaign website offers information on various aspects of old age as well as event information and is a central platform for continuing the dialog that has begun.

It was commissioned by the organizations Justitia et Pax, Reformed Churches of Switzerland and Pro Senectute.