This document proposes motivating elderly people to age more actively by offering special benefits and bonuses to employees who spend time with their elderly parents. It suggests using internal company websites and the job search website HeadHunter.by to inform employees about bonuses for sharing benefits with their parents, such as subscriptions to sports clubs or discounts at restaurants. This is aimed at encouraging active aging while increasing time elderly people spend with their adult children.

1. CHALLENGE
Motivate elderly people to adapt better to the aging process,
to make aging more active, exciting and healthy.
TARGET GROUP
As a tool of impact on elder people we have chosen their children ─
the working men and women ─ who can change the lifestyle of their parents
in the most effective way.

2. INSIGHT
• Elder people:
It is very important for me to be a part of society
and spend more time with my children.
• Adult men and women:
I have no opportunity to spend more time with my parents.
SOLUTION
Elder people aren’t enough motivated to live confident, active and healthy life.
We inspire them to spend their active pastime together with their adult children.

3. IDEA
Employers of state agencies, business and civil society organization
encourage their employees who spend active pastime with their elderly parents.
STRATEGY
Companies offer employees and their elderly parents special benefit packages
and bonuses only if these benefits are shared.
Social benefits can include:
• Subscriptions to sports clubs;
• Tickets to the cinema or theater;
• Discounts at certain chain restaurants, etc.

4. ACTIVATION:
Every company has an internal web platform which employees use to learn
about current bonuses and internal loyalty program.
MECHANICS:
Inform company employees about new possibilities of the social package
for their elderly parents through this web platform.
Also, employees will be able to get acquainted
with the world of the global aging problem.

5. HEADHUNTER.BY
HeadHunter.by is a popular platform
of vacancies in completely different
areas in Belarus.
We declare our social-oriented features
for seniors and their adult children
through this website.
MECHANICS:
We add a new criteria in the job search:
"Social package for you and your
elderly parents“.

6. SUMMARY
An internal web
resource of the
company
and the site
HeadHunter.by.
Motivate elderly
people to adapt
better to the aging
process,
to make aging
more active,
exciting and
healthy.
Elder people:
It is very important
for me to be a part
of society and
spend more time
with my children.
Adult men and
women:
I have no
opportunity
to spend more time
with my parents.
Companies offer
employees and
their elderly
parents special
benefit packages
and bonuses only
if these benefits
are shared.
CHALLENGE INSIGHT STRATEGY ACTIVATION