As communities and families, we are ill prepared in good communication around topics related to aging and disability. It's natural to not want to talk about pain or difficulty, but clearly this fear needs to be overcome to address solutions with transparency among families and into communities.
Children of elderly parents are often kept in the dark on their growing need, until it is too obvious to ignore. There is no clear pathway from primarily independent living to interdependent living. There is fear of becoming a burden or loss of normal activity.
We need to change the stigma of interdependence, and help people realize this is actually a better, healthier way to live for all of life.
Our campaign is two-fold: marketing and neighborhood gatherings in public space.
The marketing serves to educate and advertise the gatherings. This could be a 6 month campaign, leading up to a 1 month period of spread out gatherings serving different purposes. Collateral could be 30 sec video spots, 1-3 minute short films, and public demonstrations. Parody would be the primary style messaging, to take a tough topic head on.
The local gatherings will give attendees both awareness and a platform to come up with their own fall safety ideas.
The target market is "sandwich generation" relationships across socio-economic lines. Focusing on this core audience will serve to bring in the age diversity desired.