Covid-19 is especially cruel to older people. It’s especially dangerous for them to be near the family members they love. Many are already more isolated than the rest of us and many either don’t have smartphones or a computer, or are not confident about using communication apps. While every day, millions of people around the world log in to Zoom, Skype, Hangouts and other applications to see their loved ones – to reassure them, offer support, and maintain life as normally as possible, a large group of older people is missing out.
In France, 17% of seniors don’t own a mobile phone, 25% don’t have a computer, 52% do not have a smartphone, according to a BVA study with a representative sample of the French population – 2019.
Nearly of these older people have a TV though. And according to a 2019 Nielsen Study, older people spend an average of nearly 8 hours per day in front of TV.
Orange and French agency, la chose, have enabled these grandmas and grandpas, aunts, uncles and older friends to see their loved ones telling them how much they care for them – on TV. The telco is dedicating television ad space to friends and families hoping to share messages of love and support to older people.
Orange’s online platform, on-reste-ensemble.fr [We Stay Together] enables everyone, whether or not they are a customer, to pass along a message to loved ones through advertisements on their favourite programs.
Each 5-10 second message is turned into a spot and aired on one of nine programs on four networks. The platform went live on April 10 and so far over 1,000 messages have been recorded, and two films produced. The operation will continue for the foreseeable future and the agency expects to create 50 films.
Béatrice Mandine, executive vice president of communications and brand at Orange, commented, “The network has never been so essential and vital to everyone. It is this link that enables everyone to keep in touch with others and, for a very large part of the population, it gives us the opportunity to continue to see our loved ones. Very often, our parents and grandparents do not have the tools or access to video conferencing platforms. That’s why we’re launching the On Reste Ensemble program in France, to offer our advertising space to the general public so that they can pass on messages to those they love and who have no possibility of seeing them.”
Production: la chose
Producer: Laura Sacarrère
Agency: la chose
Creative Director: Fabien Teichner
Copywriter: Antoine Defaye
Art Director: Mathieu Viollet-Bosson
TV Producer: Laura Sacarrère
Account Management: Eric Tong Cuong, Olivier Lopez, Alice Lemmet & Barka Zerouali