One For All

Background

When coronavirus took Europe by storm, senior citizens, the most vulnerable group, were completely isolated. A lot of these people were not digitally connected and with almost no other means of communication TV was their only window on the outside world.

Idea

Within 24 hours of the news breaking that retirement homes had closed down, Eén launched ‘One For All’.

Everyone was invited to make a video for his or her parents or grandparents in isolation and upload it to a simple website. Every day at 6pm, prime time for a broadcaster, people could tune in to Eén to watch a compilation of heart-warming messages. TV personalities also recorded messages for their families, giving viewers a glimpse into their social lives and showing that everyone was in the same situation.

The campaign was launched at an incredible pace. 12 hours after the concept was pitched and approved, the platform was live. Another 12 hours later the commercial was on air and people were sending in their videos.

Results

The idea was immediately picked up by the news and praised on social media. The Minister for Media called it a fantastic and essential idea.

A national TV station from Georgia asked if they could roll out the idea in their country as well.

So far, ‘One for All’ has aired over 3,500 personal messages, reaching some 6.3 million people. A Snapchat filter has been added and the format is being extended to other media.

Our Thoughts

Most agencies and most advertisers are institutionally ageist. They don’t mean to be but there is very little empathy with the elderly. My aunt is 90, sharp as a tack, still spending money and still a valuable customer but she has no smartphone, no iPad, no means of Zooming or even texting.

I love the simplicity of this idea, because it is based on a truth. For many elderly people, TV is not merely important, it is vitally important for entertainment, for news and, in this instance, for love.