The Brief

Among OECD member countries, Korea ranked number 1 in the elderly committing suicide as a result of being the neglected social group. More and more the young people no longer communicate with the elderly. Can the silver generation* ever find a way to communicate with the young generation? (*silver generation : A term commonly used in Korea which refers to the elderly.)

Describe how the promotion developed from concept to implementation

‘The elderly are great storytellers’ - Silver Talk Campaign (1. Sharing Stories) - Invited ordinary elderly as storytellers and have showcased their stories through TV, radio, print and online media to attract people’s attention. (2. Talk Show) - Hosted a talk show where the silver generation stepped up to be the storytellers and the young audiences were inspired by their stories. (3. Art Show) - The depth and wisdom of stories of the silver generation were subtly expressed through various forms of art works by young artists and were exhibited in the main street of youngsters.

Describe the success of the promotion with both client and consumer including some quantifiable results

-The Silver Talk art show : 50,000 visitors -Campaign site : A million visitors -Many newspapers and TV programs subsequently dealt and raised the issue of the silver generation as storytellers. - People’s movement has even drawn out the participation of the city of Seoul holding the second Silver Talk Campaign. - The campaign was extended to 4 months which initially planned for 2 months due to the active responses. On the Silver Talk Campaign website, the recommendation of the storytellers and the young volunteers are still posting their will to participate on the coming up events.

Explain why the method of promotion was most relevant to the product or service

The core problem is the lack of mutual communication which the conventional media could not solve. In this campaign, we tried to shift the paradigm of the public service advertisement into participatory campaign. On top of the off-line place of interactive communication where people can participate in a way of sharing their wisdom and talent, we prepared the on-line space to let anyone can experience the whole campaign. People can now actually experience the new way of inter-generation communication by observing and participating through on and off integrated campaign platform.