Columbia Pacific Communities’ new campaign urges senior citizens to live it up
The objective of the 30 day engagement campaign was to play the role of a catalyst and inspire seniors to live their best lives…
Columbia Pacific Communities has started a 30-day virtual campaign, an inter-community competition where residents will showcase their talent in painting, singing, dancing, photography, and other categories.
Starting July 20, the ‘Platform 2020’ competition is being streamed live, accessible to the public. The month-long campaign will be leading to August 21, World Senior Citizens Day.
The focus has been towards leveraging the power of technology and social media to bring people closer at a time when everyone is socially distanced.
“The brand follows three principles of keeping their seniors physically engaged, intellectually stimulated, and emotionally looked after to ensure that they live healthier for longer. This, in many ways, is what constitutes the brand credo of positive ageing,” said Piali Dasgupta, vice president, marketing, Columbia Pacific Communities.
Platform 2020 is created to celebrate singers, dancers, artists, musicians and photographers in the communities and owing to extraordinary situations due to COVID-19, the company went online for creation of a month-long campaign in the run-up to World Senior Citizens Day, with the objective of engaging with seniors and giving them something to look forward to during these very uncertain times.
The campaign has been conceptualised with the objective of celebrating residents, Dasgupta said.
“The idea is to shine the spotlight on them and help them reconnect with their hidden talents and long lost passions that they earlier did not have the time to nurture. Contest categories such as handicraft, painting, instrumental, group vocal and dance are new additions this year,” she added.
The primary target audience consists of seniors aged 50 and above, and the secondary target audience consists of people aged between 28 and 40, who live away from their senior parents, many abroad, and are actively looking for a solution for their parents.
The insights for the campaign came from a previous campaign launched during lockdown 1.0, the 19-day campaign called #PositiveLockdown across the social media platforms in order to engage seniors during the lockdown. It had urged seniors to reconnect with their old hobbies, interests, and passions.
“The campaign met with huge success online and told us that seniors are looking to stay meaningfully engaged over extended periods of time in order to combat a general sense of anxiety and hopelessness that has engulfed the world. This led to us planning a month-long campaign in the run-up to World Senior Citizens Day.” Dasgupta added.
Author Name : Piali Dasgupta
Source URL: https://brandequity.economictimes.indiatimes.com/news/advertising/columbia-pacific-communities-new-campaign-urges-senior-citizens-to-live-it-up/77119374