{"id":2116,"date":"2018-10-23T18:18:30","date_gmt":"2018-10-23T16:18:30","guid":{"rendered":"https:\/\/havas.cz\/?p=2116"},"modified":"2022-11-28T11:09:04","modified_gmt":"2022-11-28T10:09:04","slug":"you-havent-got-long-to-go","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/society-en\/you-havent-got-long-to-go\/","title":{"rendered":"You haven\u2019t got long to go"},"content":{"rendered":"

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With our unique concept, we combined above the line communication with social media and PR and created an intensive two-month campaign on a minimal budget.<\/span><\/p>\n

First of all, the faces of forlorn seniors appeared on some billboards in Prague. We sent out pictures in the media along with statistics about the status of senior citizens. The first wave of articles and news reports were created, sparking heated debate on the internet. We chose rude comments and sprayed them like graffiti over the faces of the old people on the billboards. We presented these modified visuals to journalists, thus giving rise to another wave of publicity.<\/span><\/p>\n

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The final stage relied on a small social experiment. We filmed an old lady in Prague unable to make it down the stairs of a tram and waited to see if passer-bys would help her. You can probably guess how that turned out\u2014most people heartlessly passed by her. The video was watched by tens of thousands of people, and everything came to a head with the revelation that the senior citizen was in fact the young actress Jana Strykov\u00e1. Her unmasking was accompanied by the clear message that even young people will get old one day.<\/span><\/p>\n

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