Challenge
Motivate elderly people to better adapt to the ageing process, to make
ageing a more active, exciting and healthy process.
Problem
There are a lot of elderly people who choose passive position in life, cut
off all social ties and activities.

Background
But there is one day in a month when even the most
sociopathic seniors have to come out of a house and
contact with society. It’s a day when they have to pay
utility bills. Usually they pay them at a post office or in a
bank - such a dull and joykilling places with long lines of
people on this single day.
Why don’t they use internet, instead?
It’s too complicated for them, elderly people in Belarus
are mostly technophobes.
Idea
Turn a utility bill into a ticket for entertainment. It’s an
entertainment utility bill.
Message
Pay attention to your life! The ageing can be different!

What is it?
Entertainment Utility Bill Program (EUBP)
How it works?
Special social governmental program that allows elderly people paying utility bills at the box offic-
es of entertainment places. When the payment is proceeded person can enjoy the entertainment
for free together with one more person – a grandchild, a child or a friend.
How to do it?
We install special terminals that are able to receive the payment for utility bills at the box offices of
entertainment places.
What entertainment places?
Culture: theatres, cinemas, museums, exhibitions, etc.
Entertainment: zoos, Botanical Garden, etc.
Physical activity: swimmning pools, sport centers, etc.
Who can use it?
elderly people aged 55 and older and their loved ones as invited guests.

Utility bills with infoblock having all the
information about Entertainment Utility Bill
Program: how to use it, the city map with
entertainment utility terminals, etc.
Stickers to mark the entertainment places
where one can pay utility bills
UNFPA web site with special section telling all
the information about EUBP.
Online city maps with entertainment places
marked as available for EUBP.
Media
channels
fron side
back side

Mechanics
1. An elderly person receives a utility bill
2. Gets the message
3. Chooses the entertainment place where to pay for utilities
4. Invites one person to enjoy the entertainment with
5. They go to the chosen place
6. The elderly person shows his/her pensioner ID, pays for utilities
7. Both enjoy the entertainment for free

1. They have really a lot of free time.
they don’t know how to have a good
time or they don’t have money for
it, or they don’t want to spend
money on it
2. Elderly people can invite loved
ones to spent time together
3. Children will push and stimulate
their elderly parents to have
a good time
Why will
elderly people
use EUBP?

Utility bill has some negative context because it hits in
the pocket, the cost of utilities grows all the time, so all
this causes a lot of negative on the part of citizens,
especially elderly people.
Entertainment Utility Bill Program not only makes the
ageing a more interesting and active process, it also
changes people’s attitude to utility bills, reduces
the negative around it.
Government doesn’t bear losses, because entertainment
places always have a lot of breathing space or unsold
tickets that could be used by the Entertainment Utility
Bill Program.
Why is it profitable
for the government?

With such a non-standard
media channel as utility bills we
will bring our message to every
single person in Belarus.
We will give elderly people a real
possibility to have a good time
for free and make ageing a more
active, exciting and interesting
process.
Young and mature people will also
get the message and start
to perceive the old age as a period
of life that is full of entertainment.
Why
is this idea
strong?

SUMMARY
CHALLENGE
Motivate elderly
people to better
adapt to the
ageing process,
to make ageing
a more active,
exciting and
healthy process.
PROBLEM
There are a lot
ofelderly people
who choose
passive position
in life, cut off all
social ties and
activities.
BACKGROUND
Once in a month
seniors have to
pay utility bills.
They pay them
at a post office
or in a bank -
places with long
lines of people
on this single
day.
IDEA
Turn a utility bill
into a ticket for
entertainment.
It’s an entertain-
ment utility bill=
Entertainment
Utility Bill
Program (EUBP)
EXECUTION
EUBP allows
elderly people
pay utility bills
at the box offices
of entertainment
places and get
the entertain-
ment for free
together with one
more person.
Utility bill Stickers to mark
the entertainment
places where one
can pay utility bills
Online city maps
with entertainment
places marked as
available for EUBP
UNFPA web site