The Diaconia of the Evangelical Church of Czech Brethren (DECCB) has been working since 2010 in the long-term awareness campaign Open to Seniors, in order to change the public image of the elderly, to show that old age and ageing have their qualities, and to emphasise the fact that seniors are generally underestimated and overlooked by the contemporary society and media.
Structured under the slogan “Old Age is the Taboo of Today”, Open to Seniors consists on an advertising campaign displaying posters on phone booths all around the Czech Republic and in printed media. It also includes the video clip “Old age is worth more than you think”, which was shortlisted for the Young Directors Award 2011 in Cannes.
The main focus of the campaign is set by its name: Open to Seniors. With this initiative, DECCB intents to open the minds of people, attitudes of institutions as well as individuals, public and private areas – in short, the society.
In 2012, the Diaconia of the Evangelical Church of Czech Brethren commits to disseminate both elements of the campaign in the Czech media nationwide (outdoor, printed media, Czech television, CineStar cinema network, viral advertising etc). Besides, the Open to Seniors promotional activities will include press releases, media articles and interviews, round tables with experts and representatives of the seniors.
The Diaconia had an active participation in the IFA 11th Global Conference on Ageing, held in Prague between May 28th and June 1st 2012.
Diaconia of the Evangelical Church of Czech Brethren|
Diaconia ECCB is one of the biggest organisations in the Czech Republic providing social services, with a network of 33 centres and 8 special schools. Every year, the Diaconia takes care of over 4,000 seniors with field and ambulant services and at nursing homes.
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