Forget Wisdom of the Crowds, It’s Wise To Work with Senior Citizens

“El presentador de noticias de 88 años” is a new effort to fight ageism from Fundación Las Rosas in Santiago and Chilevisión.

The Chilean TV channel recently brought legendary Chilean anchorman Javier Miranda, 88, back to the primetime news show to deliver a special announcement about the value of senior citizens participating in today’s aging workforce.

According to the World Health Organization, life expectancy in Chile is the highest in Latin America, and by 2030 senior citizens will exceed the number of young people in the country. As people live longer, they also lengthen their working years.

José Ignacio Solari, Chief Creative Officer of McCann Santiago, says, “With our client, we created an action to raise awareness about the skills of the elderly and their value to the economy.”

News of the campaign caught fire in social media, eventually becoming the #1 trending topic in Chile and #7 globally.

Thanks to the success of the campaign and the subsequent fundraising efforts, Fundación Las Rosas is able to provide 2,200 senior citizens in need a home, medicine and good nutrition.

Credits

• Agency: McCann Santiago
• Chief Creative Director: José Ignacio Solari
• Creative Team: Ricardo Corsaro / Jaime Cornejo / Ítalo Fierro
• Account team: Álvaro Cúneo / Lilian Hennigs
• Client approval: Claudia Castañeda / Marcela Bravo