The document proposes developing a mobile application called "In Touch" to help elderly people in Belarus stay socially and physically active. It would track their location, activity levels, and allow calling for help. This aims to change negative attitudes about aging by empowering older adults. The application would be unique in Belarus and target those wanting to remain helpful for as long as possible. It provides a brief overview of the company developing the application, proposed features and benefits of the application, target audience, and high-level timeline and budget for the project.

1. Brief
Who we are
"Atlant-M" in Belarus is a part of international holding, which includes automobile dealers and
importers, softwear development and programming companies and internet provider. Our brands, well-
known in Belarus, are Volswagen, Jaguar, Land Rover, Ford, Mazda, KIA, Soft Club, Atlant Telecom,
Atlant Consult, City car. As a part of corporate social responsibility we decided to launch a new product –
an application, which will help elderly people to conduct active social life. It will help them to live longer
and stay significant and useful for their family.
Project background
In accordance with the UN population ageing scale population is considered to be ageing if the share of
people aged 65+ makes 7% and more. In the Republic of Belarus the share of people aged 65+ and over
in 2014 made 13.9% and in 2050 will make 28%. For many people in Belarus ageing is often associated
with dependence, vulnerability, helplessness, low living level. It’s important to change the attitude of
elderly people from passive waiting of the end to positive celebration of ageing, to look at it as an
individual development stage without isolation, but rather with active participation in different spheres of
life. Project partner is UNFPA. More details about partner and its involvement in changing the attitude of
elderly people and wide audience towards ageing from negative to positive are available on
www.unfpa.by
Product description and USP
We plan to launch a new application for elderly people and their surrunding. Product name: "In Touch"
An application will be synchronized with any smart watch and it will provide elderly people with:
-Geolaction (current location of the person with smart watch will be available on the application, so that
the relative of the person will be able to find him/her in case of an accident; it will notificate that the other
peeson with In Touch is near)
-Fixing their physical activity (pulse, number of steps), and this information will be available on the
application
-Sound messages
-Notifications and reminders (about plans, tasks, events, celebrations, visits to a doctor, etc)
-SOS-calls (with automatic transfee of gps location).
All this shall generate activity, contacts with their relatives and friends and build bridges between
generations.
An elder person is trying to be modern and this device will give him a sense of safety, being a part of the
world, be significant.
Competition
There are no similar applications in Belarusian market yet. Our main competitors - elder people mind and
we will influence on their minds and lifestyle.
Consumer insight

2. I want to live as long as I can to be helpful for my family but my time is running out.
Target audience
Elderly people - women and men, who are ageing and whose social and physical activity is getting down.
Many of these people can be characterized with syndrome of “Empty nest.
Our audience are those who risk to count their lifes not by birthdays they already celebrated, but by the
time that’s left before they die.
Impact on core audience will be provided with participation of satellite audience (children, grandchildren,
relatives and close people).
Job to be done
Develop creative and communicative conception for promotional launch of an application "In Touch".
The conception should provide elderly people with sense of fullness of their lives and give them new
challenges that they should solve in cooperation with UNFPA.
Tone of voice
Active, actying, positive, useful, healthy, productive, protected, organized.
Deliverables
Creative concept, including campaign tagline.
Communicative strategy that will include relevant channels for target audience, including but not limited
to the following channels: digital, TV, POSM, BTL.
Activation plan for 2016.
Product name and logo.
Comparable with Android, IOS,Windows.
Brand visual identity, including key visual.
Targets
Downloads by the end of 2017 year – 300 000
Reyting of an application by the end of 2017 – 5 J
Timeline
Creative and communication concept ready and approved April, 3 2016
Product logo, description for production July 3, 2016
Brand visual identity, including key visual – July 20, 2016
Product launch – 1 October 2016 (International Day of older persons).
Budget
250 000 euro.