beon. has won the competition to manage the awareness campaign to be launched by Red Cross Spain on behalf of the elderly. The goal of this campaign is to raise awareness about the need of promoting respect and proper treatment while stopping the violence and abuse suffered by this population.
Abuse treatment is nowadays a major problem in our society. According to Red Cross data, Spain is one of the countries with a greater elderly population: people over 65 years old, with statistically significant increase in the group of people over 80 years, most of them women. Moreover, 22.5% are in a grave situation of disability, 40.8% have a disability certificate, and 22% a dependent elderly certificate. Besides, 22.5% are alone or excluded from society.
According to these studies, aging, female gender, isolation, and disability/dependence are very high risk factors of abuse and violence.
Given this situation, Red Cross Spain launched an awareness campaign project contest won by beon. Worldwide, now in charge of managing this project. The group has created a claim, a logo visual, and has developed the creative image to be adapted to the different media. The creative concept pursues a change of attitude and behavior towards this risk population while fostering an attitude of supporting respect and avoiding decision making that may place them in a detrimental situation.
The proposal designed by beon. has been completed with a series of commercials, radio slots, and content posting on social media that will no doubt help to increase the positioning of this campaign.
