Elderly people asking for the governments forgiveness for being alive and becoming a burden on society and on the governments budget
Philosophie
The strategy is about twisting the expected bringing the elderly population to the front in a powerful and dignified position instead of showing their miserable situation. Not only they have a word to say, they express their voice loud and clear. They should not be left behind just because their glory days are over. The government should gratify their contribution to society, giving them their basic rights respectful life.
Problem
The government cuts budgets across all sectors and demographics. As a result, the elderly rights are about to be dramatically hurt. Unlike other demographics, they dont have a loud, powerful voice to fight for their rights. This ad is about bringing the elderly rights to the publics agenda in order to express their protest.