| Title | After 60, you don't have sex anymore (French) |
| Title (original language) | Après 60 ans, on ne fait plus l'amour |
| Agency | Josiane |
| Campaign | Don't reduce elders to our clichés |
| Advertiser | Les Petits Frères des Pauvres |
| Brand | Petits Frères des Pauvres |
| Date of First Broadcast/Publication | 2022 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story (original language) | En France, 2 millions de personnes âgées vivent dans l’isolement et la solitude. |
| Philosophy | The idea is to show a cliché, a real one, a reflection of the way we look at our elders, to which we have contrasted an objective fact measured by the astudy and a telling visual that discredits the stereotype. The aim of the campaign is to challenge stereotypes about the affective or sexual lives of older people. Each tagline is a cliché written as simply and naturally as a person might throw them into a conversation. They are verbatims, and you have to understand that immediately. At the same time, the visuals reveal the truth about this subject, the truth that “les Petits Frères des Pauvres” knows perfectly well. These images are natural, some stolen moments from the intimate lives of several elderly couples. The picture is a clear negation of the catchphrase. The results are clear : older people are satisfied with their intimate life. Only stereotypes get in the way. |
| Philosophy (original language) | L’Association Petits Frères Des Pauvres lutte depuis 77 ans contre la précarité et l’isolement des personnes âgées. En collaboration avec CSA Research, l’Association a réalisé une étude sur la “vie affective, sexuelle et intime des 60 ans et plus” qui met en lumière l’écart entre les idées reçues sur la vie amoureuse des personnes âgées et la réalité. L'étude révèle par exemple qu'une personne âgée sur 2 est satisfaite des ses relations sexuelles, que 94% d'entre eux sont amoureux de leur conjoint. À l’occasion de la Journée internationale des personnes âgées (1er octobre 2022), nous avons souhaité sensibiliser fortement le grand public sur ces clichés, souvent responsables de l’isolement de nos aînés et inciter à changer positivement de regard sur la vieillesse. |
| Problem | Petits Frères des Pauvres association has conducted a study on the emotional, intimate and sexual life of people aged 60 and over. It highlights a gap between the preconceived ideas about the emotional and sexual life of people as they age and the reality. |
| Result | This campaign exceeded the expectations set and provoked a huge conversation on the social network and between the public, health professionals and carers.... It generated so much traffic on the association's website that it was (temporarily) saturated and out of service. Although an awareness-raising campaign, without a call to action, is difficult to measure, this one raised the profile of the subject by generating numerous reactions on social networks (60,000 impressions just for the publication on our LinkedIn page). It also received more than 300 press releases in national, regional and specialized media. |
| Result (original language) | La campagne a dépassé les attentes fixées et a provoqué une réelle libération de la parole et un engouement de la part du grand public, des professionnels de santé, des aidants…. Elle a engendré un tel trafic sur le site le site web de l’association que celui-ci a (provisoirement) été saturé et hors service. Si une campagne de sensibilisation, sans call to action, est difficile à mesurer, celle-ci a réveillé le sujet en engendrant de nombreuses réactions sur les réseaux sociaux, (60 000 impressions rien que pour la publication sur notre page LinkedIn). Elle a également bénéficié de plus de 300 retombées dans des médias nationaux, régionaux et spécialisés. |
| Media Type | |
| Advertising Manager | Emmanuelle Soublin |
| Founder/Managing Director | Laurent Allias |
| Strategy Director | Evelyne Bourdonné |
| Strategic Planner | Clara Laffont |
| Creative Director | Jérôme Diez |
| Art Supervisor | Mohamed Ali Saadi |
| Copywriter | Pierre-Marie Faussurier |
| Copywriter | Léa Bibonne |
| Creative Consultant | Jérémy Frappat |
| Project Manager | Victor Quarello |
| Photographer | Jair Lanes |
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