National Media Group (NMG) and the Enjoyable Aging Foundation (Starost v Radost) are launching an information campaign about dignified aging, “More Than a Glass of Water” (#NeStakanVody). The goal of the campaign is to change the perception of old age and reverse the stereotype that elderly people need only a glass of water, a small home, and someone nearby to avoid feeling lonely.
As part of the one-month campaign, the More Than a Glass of Water social video will be aired on seven NMG TV channels: CTC, CTC Love, CHE!, Domashniy, REN TV, Channel Five, and Animal Planet, as well as on the more.tv online service. The video shows older people who do not simply need a glass of water, as many tend to think, but who are striving for simple human pleasures. It conveys that active longevity involves participation in society at any age, regardless of your health.
A number for donations via text message has been added to the video to raise funds for the Enjoyable Aging Foundation, with the aim of making sure that people in nursing homes can live more enjoyable and comfortable lives. The full version can be watched at NeStakanVody
Svetlana Balanova, CEO of NMG: “For the media, social responsibility includes educational work and addressing stereotypes. With the help of a large media campaign covering the holding’s major assets, we want to show that personal fulfillment and development, love and friendship, learning, work, and much more are also important for the elderly, whose needs are as wide and diverse as those of people of other ages.”
Elizaveta Oleskina, Director of the Enjoyable Aging Foundation: “Our foundation is working to change attitudes toward older people in our country and push for softer values. With the More Than a Glass of Water campaign, we are asking everybody to think about their future together. I believe that with the help of this campaign we will get one step closer to moving past the idea of old age as just a “glass of water.” Talking about how old age can and should be, and how we envisage it for ourselves and our loved ones is the first step toward serious social change, something our society is ready for.”
© 2022 Concept and design by Design Studio
All rights reserved