Media

1. Challenge
Insight
Life of elderly people can be different
To change the attitude of elderly people and wide audience towards
ageing from negative to positive. To motivate seniors to search new
exciting activities (physical and mental).

2. Strategy
Healthy population is a physically and mentally healthy society for all
ages.
Our goal is to show elderly people the vast amount of opportunities that
are opened to them in their new social status. They can try a lot of
activities for free and choose the ones they find most exciting.
Moreover, we want to show elderly people that society needs their skills
and experience a lot.

3. Activation
Direct mail
When we face a new unknown period of our life we feel confused and
alarmed. Elderly people feel the same (they’re afraid of loosing their jobs
or being labeled as unprogressive). And we’ll help them do this important
step to the new life without fear. We’ll show them that ageing is full of
opportunities. We’ll motivate them to test many wonderful activities what
have been missed before due to the lack of time.
How it works
Every senior man/woman gets a congratulation letter with an invitation to
the club «Level up» by post (today it’s the most influential media channel
for our target audience in Belarus, and in some years it will be
transformed into an online media channel). The senior can find the
following CV form in his or her envelope: «Congrats, you’ve become a
Mentor» and «Your Ticket to the new happy and healthy life». There’s
also an invitation to test a vast amount of new opportunities and a map
with the partner companies locations.

4. Jobs.tut.by
Do not stop a carrier
Elderly people face the fear of loosing their jobs. They are often labeled as worthless generation,
grumblers and people behind the age. As a result, they feel depressed.
How it works
We create a new filter category of applicants called «Mentors» on the most popular Belarusian job
vacancy website. Every senior applicant receives the following update CV form «You have become a
Mentor. Take part in experience exchange. Please share your experience with us». They can describe
their skills and experience can use to teach the new generation (ex.: «I know some secrets how to
bake the most delicious cookies», «I can be a babysitter and prepare your children for school»).
If a Mentor doesn’t have an opportunity to register on the web-site he/she can give us a paper
version of Mentor’s CV.
Every Mentor will share his/her experience with the new generation and get some new useful
experience as a bonus.

5. Jobs.tut.by
Jobs.tut.by will be the most convenient service for the search of the right Mentor, depending on
your location. It’s good both for you and for the Mentor.

6. Bank of opportunities for an active and healthy
life
Do not stop your activity
Elderly people often have no idea how to spend their spare time. We
suggest them to take part in active ageing which has the positive effect on
physical and mental health of elderly people.
How it works
We create a bank of opportunities for the elderly. Many state and private
organizations will take part in this program with their useful offers for
seniors. Every partner company offers the first trial usage of their services
to the elderly according to the «Ticket to the new life». This opportunity
will be marked with a special sticker on their exit door. As a result, elderly
people will have a vast amount of different activities and every day they
will be able to choose the most attractive ones on a special map.

7. Benefits
Being a Mentor
- This new cultural movement helps to change the attitude of elderly people and wide audience to
ageing from negative to positive.
- Encourages the elderly to be active participants of social life and not to stop their carrier.
- Helps elderly people understand the importance of their experience for the next generations.
Bank of opportunities
- This new cultural movement motivates elderly people to better adapt to the ageing process and new
periods of their lives, to make ageing more active, exciting and healthy.
- Every partner company gets great opportunities to extend their target audience by the huge number
of elderly people without any financial losses (according to the marketing activity standards every
company should offer its clients a free trial usage of the services). Every year the number of elderly
people grows, and some of them are quite well-off.

8. Summary
Offline media
channels
Online media
channel
Motivation program
and stickers
Challenge
To change the
attitude of the
elderly and wide
audience to ageing.
Insight
Life of elderly people
can be different
Strategy
To offer elderly
people the bank of
new opportunities
and show them the
importance of their
experience for the
new generations
Activation
To create new cultural
movement (Club “Level
Up”) that shows that
ageing can be different –
exciting, healthy and
active