ELDER ABUSE PREVENTION
In Queensland, elder abuse remains a huge problem. In part, because a large group of people who can make it stop, are never empowered to do so. For June 15th World Elder Abuse Awareness Day, the Queensland Government’s Department of Communities, Disability Services and Seniors engaged McCann Queensland to devise a strategy and campaign to help prevent elder abuse in Queensland’s communities. Using insights and research from industry bodies, we found that a large majority of elder abuse offenders were direct family members – in most cases, their children. Our strategic goal was to bring elder abuse out of the dark, and into the light. So that together, we can all make it stop.
In Queensland, elder abuse remains a huge problem. In part, because a large group of people who can make it stop, are never empowered to do so. For June 15th World Elder Abuse Awareness Day, the Queensland Government’s Department of Communities, Disability Services and Seniors engaged McCann Queensland to devise a strategy and campaign to help prevent elder abuse in Queensland’s communities. Using insights and research from industry bodies, we found that a large majority of elder abuse offenders were direct family members – in most cases, their children. Our strategic goal was to bring elder abuse out of the dark, and into the light. So that together, we can all make it stop.
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Work produced while at McCann Worldgroup.
ECD - Ben Davis Campaign Art Direction & Designer - Chloe Hay Copywriter - Alex Moore Filming & Production - Light + Shade Media |