Please let us know what this campaign is trying to achieve. The image and punch line “When is your time up?” does not clearly portray a message to me personally. Thanks!
I think after closer inspection, I find your point based on your title “Elder Abuse” to be that how old does a person have to be when they stop getting cared for and/or start getting abused by the various systems in place. This is a really interesting campaign because it draws attention to a subject that is especially prevalent in the US and often gets pushed aside as not important compared to other issues. The quality of treatment of elders in their last years of life greatly decreases. This campaign says to me “at what point does the system throw you out, and determine that your time is up.” To improve the campaign image, I think you should consider using three different images and maybe come up with a follow up statement for “when is your time up?”
I agree with my classmates’ comments. I think this campaign has the potential to be very powerful, but the message was a bit lost on me. I feel like the posters may show the aging process better in person than through my screen, because it took me a minute to realize what was going on. The message is great, but I think the images themselves need to be a little more dramatic and not as similar to each other. Great job, though!
Is the campaign for elderly abuse on streets or also the poor care in elderly homes? Because I know that in The Netherlands there are several elderly homes where they do not take good care of them because there is not enough nurses, and people say that prisoners are even better off than elderly. I agree with andrew that the differences in the aging process should be a bit more clear, maybe also by changing the clothing.. although that might make it hard to see that it is the same person still. I dont know if the background should view a more specific place where elder abuse has taken place, because for me it does not seem too clear why it is there. the caption does make a point, but I agree with Celia that the context is a bit lost.
I think I understand where you’re going with the campaign. First, I would definitely make a much more pronounced visual difference between the three iterations of the person in the ads; that is, make the man age 15 years between each billboard. Once you get that message across–that you will inevitably age–you will have drivers thinking about their own lives. With viewers connecting personally to the ads, you can convey a poignant message. The message here is definitely too weak and vague. The two-tone wording, though, strikes a chord with me for some reason, so thats cool. That said, definitely make the campaign smaller and more specific than just “elderly abuse.”
Everyone in class agreed that this team should make an extra effort to make the images more catchy, by enhancing the “aging effect” across the pictures.
Also the caption was a topic of conversation, as you point out. One student even said “it makes me think that I will die, but it doesn’t say what and if i should do anything about it”.
The research on this subject, in fact, was a bit lacking, and the design, although rich in potential, doesn’t really meet the expectations.
First of all, the topic is not elders abuse in general, but nursing homes. As life expectancy in Qatar is increasing (now around 60 years, very low as compared to the average for mt country, Italy, and I’m sure it is low for the average in US as well), the families seem to struggle taking care of their elders. As a collective society and a strongly religious one, sending elders to a nursing home is, in itself, seen as an abuse. So, the idea to promote is that in fact nursing homes, if organized and run properly, should be seen in a positive light, relieving some of the pressure and stress the families go through.
On the other hand, the risk is that families forget about their duties and responsibilities toward the elders never visiting them or forgetting about their responsibility of making the elders feel as still an important and valuable figure within the family. The social isolation and a tendency to a higher individualism are seen by the students who worked on this as the main reason why nursing homes become a place of abuse and neglect. If the relatives remember that they will always be the “caregivers”, even when they have to transfer some of the practical duties on to professionals, the abuse will be less likely to happen, as they visit their loved ones and monitor constantly the activities at the nursing home.
The practical suggestion we gave here is that maybe they should then focus on a general campaign against social isolation, with the first picture about a child in a socially populated environment, which become less and less populated at the person ages.
Let’s see what they come up with. I do believe there is a good potential here…