Problem: In Czech Republic pensioners feel useless and deserted. Technology deepens their disconnection. Young vendors use too much jargon and don’t any patience for elders.
Solution: Technology can be better explained to seniors… by other seniors. We developed an HR experimental program to reconvert pensioners into Vodafone sales force. The recruitment was based only on 2 criteria: to be over 65 y.o. and know nothing about modern technologies. We redesigned our training program, using less memorization but learning by play.
Results: Ageism became a public topic, next to feminism and racism. Czech Senators are supporting the initiative. Nationwide TV coverage.
Chief Creative Officer:Razvan Capanescu
Group Creative Director:Filip Kukla
Art Directors:Filip Kosatka, Petra Bíró
Copywriters:Filip Kukla, Razvan Capanescu
Account Director:Lucie Srbkova
Account Manager:Petr Malina
Pr Officers:Peter Hermann, Alice Reindlová
Project Managers:Martina Hejdova, Jan Binar
Production Company:Stink Films
Producer:Veronika Jelšíková, Michal Šroubek