This document discusses the development of a creative communication concept and mobile application called "In Touch" to promote active aging among elderly populations. The application is intended to provide location services, activity tracking, messages, reminders, SOS calls, and gamified interactions to encourage socialization between elderly users and their family members. It aims to give elderly people a sense of purpose, safety, and connection to help address the challenges of physical and social isolation that often come with aging. The project outlines deliverables, budget, and timeline for developing the application's branding, features, and launch by October 2016.

1.
Atlant-­‐M
Belarus
Anna
Leus
Liano
Tika

2. Ageing
can
be
different

3. In
Touch
Ac6ve
life
Genera6on
connec6on
Health
control
Communica6on
with
equal
(the
same
people)
Be
in
touch
Sense
of
usefulness
Prolong
life

4. Insight
I
want
to
live
as
long
as
I
can
to
be
helpful
for
my
family
but
my
6me
is
running
out.
How
to
solve?
Agency
job
to
be
done
Develop
crea6ve
and
communica6ve
concep6on
for
promo6onal
launch
of
an
applica6on
In
Touch.
The
concep6on
should
provide
elderly
people
with
sense
of
fullness
of
their
lives
and
give
them
new
challenges
that
they
should
solve
in
coopera6on
with
UNFPA.

5. Target
group
Elderly
people
Women
and
men
who
are
ageing
and
whose
social
and
physical
ac6vity
is
gePng
down.
These
people
are
with
syndrome
of
“Empty
nest”.
Our
audience
is
people
who
count
not
years
not
by
birthdays,
but
by
the
6me
that’s
leV
before
they
die.
Impact
on
core
audience
will
be
provided
with
par6cipa6on
of
satellite
audience
(children,
grandchildren,
rela6ves
and
close
people).

6. Tone
of
voice
Ac6ve
Actying
Posi6ve
Useful
Healthy
Produc6ve
Protected
Organized

7. About
the
product
An
applica1on
will
be
synchronized
with
any
smart
watch
and
it
will
provide
elderly
people
with:
-­‐
Geoloca6on
(current
loca6on
of
a
person
and
showing
the
same
near);
-­‐
Fixing
their
physical
ac6vity
(pulse,
number
of
steps);
-­‐
Sound
messages;
-­‐
No6fica6ons
and
reminders;
-­‐
SOS-­‐calls;
-­‐
Encouraging
and
call
on
for
ac6ons;
-­‐
Be
simple,
bright,
stylish
and
interes6ng
in
use
(like
a
game).
All
this
shall
generate
ac6vity,
contacts
with
their
rela6ves
and
friends
and
build
bridges
between
genera6ons.
An
elder
person
is
trying
to
be
modern
and
this
device
will
give
him
a
sense
of
safety,
being
a
part
of
the
world,
be
significant.

8. • Deliverables
• Crea6ve
and
communica6on
concept
ready
and
approved
• Product
logo,
descrip6on
for
produc6on
• Brand
visual
iden6ty,
including
key
visual
• Product
launch
• BUDGET
• Timeline
• 3
April
2016
• 3
July
2016
• 20
July
2016
• 1
October
2016
(Interna6onal
Day
of
Older
persons)
250,
000
euro