Brief Explanation

Establishing age-friendly countries is a global trend In less than 22 years, Taiwan will become a country with the most senior citizens in the world per capita. Hondao senior citizen’s welfare foundation is trying to help Taiwan become an age-friendly country with sufficient elderly care welfare. Elderly perceptions are general negative in Taiwan However, elderly care is not a priority for the public. Only 1.6% of charity organizations in Taiwan cater to elderly care and most public donations go towards children’s charities because of negative perceptions of elderly as being incapable, hopeless and at a dead-end which have made the public thinks the elderly are just wasting resources and have no future. Moreover, the perception was not only shared by the younger generation also the elderly themselves who need elderly care. There is no short cut to get people to be more charitable for elders So the objectives of the campaign were to Behaviorally - raise money to support the Hondao senior citizen’s welfare foundation for elderly care by Attitudinally - changing negative perceptions through proving that elders are active, hopeful and progressive . Thus, making it a cause worthy to donors to be more charitable. “Dreams Never Get Old” campaign is just one of elderly campaigns in Taiwan to raise money for elderly care. Most of elderly charity foundations raise donations by addressing elder’s physical need in sorrowful tone and manner to intrigue donors’ sympathy and take action. What makes “Dreams Never Get Old” campaign special is that it’s the first elderly campaign convinced donations by emphasizing elder’s spiritual need in delighted tone and manner. We successfully changed how people feel about elders and encourage the public to embrace elders around them instead of avoiding them by showing how happy elders could be.