Helping elderly loved ones to keep loving life
Getting old is one thing, feeling like you are is another.
Change your lifestyle, lose your independence, become a burden. That’s what we’re told ‘getting old’ means but it’s not how seniors feel. Yes, age can take its toll on the body. But that doesn’t mean you can’t lead an active and independent life.
That’s where Response Premium by Doro comes in. It connects seniors to their loved ones at the touch of a button on their mobile phone. And if no one answers the alarm, they’re put straight through to a fully-trained care team, 365 days a year, 24/7.
A vision of ageing
Our campaign captures the essence of Doro’s core values and counters the usual advertising tropes. Our consumer research showed how poorly seniors felt represented in the media. Our campaign understood their continued desire for independence whilst also understanding that their family worried about them – and they didn’t want to be a burden.
Made for life
Tapping into the desire of both seniors and their families to carry on living life without compromise, the creative focus was on the independence and peace of mind that both the seniors and their families could experience from Response Premium – removing the burden and worry that both audiences spoke about.
A bespoke hub on doro.com explained all the details of the service, using linear navigation and accessible design for our senior audience.
Overcoming the barriers of support
Knowing that seniors can be reluctant to embrace additional support, the campaign targeted family and loved ones too – who are starting to feel concern and are looking for solutions that their loved one will feel comfortable with.
Messaging was designed around mutual benefit, helping to navigate the difficult conversation between senior and loved one.
The media plan was designed to reach friends and family of the elderly with press ads with a focus on health and lifestyle placements, as well as a national radio campaign and highly targeted Facebook and programmatic display.