No More Invisible
Little Brothers of the Poor
Issue 56 | September 2020
Agency
Ogilvy Paris
Creative Team
Creative Director Alexis Benoit Artistic Director Thomas Yves
Production Team
Designer-Reader Quentin Burette Production Director Julien Sanson
Other Credits
Commercial Director Hicham Ghazaoui Clients Director of Communications Emmanuelle Soublin Head of Communication Clémence de Monpezat Head of Communication & Digital Marketing Rodin Munganga
Date
June 2020
Background
Founded in 1946, Petits Frères des Pauvres was established to fight against the isolation and loneliness of the elderly. A research study found that during the Covid-19 confinement, 69% of elderly people felt a real surge of empathy and solidarity towards them during the crisis. However, 66% think this will be forgotten as France returns to normal.
Idea
GIFs have become an internet language of their own. The idea was to create a series of these memorable mini-videos that featured elderly people in amusing and pertinent ways. Distributed on the association’s social channels, Instagram, Twitter, Facebook, and available on Giphy, the series would remind younger people who used them that the older generation is no longer invisible.
Our Thoughts
I love this, using the visual language of the young to remind them, sweetly and charmingly, of the old. Somewhere on the internet I remember reading that the brain processes images 60,000 times faster than text. So an image of a pleasant-looking granny saying ‘thank you’ ends up saying a lot more than that. Tweets with a GIF are 34% more likely to be retweeted. So do please go to http://giphy.com/petitsfreresdespauvres