This document summarizes an integrated social media campaign called #freeofage. The campaign aims to connect elderly and young people with common interests by creating a social plugin that switches their profiles. This allows them to share friends, interests, groups and events. The plugin matches users based on their answers to questions about their interests, skills or passions. The goal is to remove social gaps and prove that age is just a stage of development by allowing each side to see the other's perspective. The campaign shows how aging provides opportunities and encourages elderly to share experiences. It uses Facebook to trigger the plugin and matching, Instagram to share user photos with #freeofage, and Periscope for participants to broadcast positive #freeofage moments.

1. #freeofage
Integrated social media campaign summary
We created social plug-in that switches users profiles between young and
elderly people with common interests in order to share their friends, interests,
groups, events, etc.

2. Creative insight
Ageing can be different. But in our society elderly people are isolated and do not participate in
social life. We do not celebrate ageing as a positive time. The same thing is happens in social
networks where young and more mature people communicate separately in spite that they still have
lot of interests in common.

3. We created social plugin that switches users profiles between young and elderly people with common
interests. In order to activate plugin we ask both of them to answer a question in their profile:
Young (14-35): What you truly love to do?
Elderly (60+): What you have
or
Young (14-35): What skills would you like to upgrade?
Elderly (60+): What are you do best?
etc.
What is our solution?

4. Our plug-in switches users’ profiles
whose answers matched to share their
friends, interests, groups, events, etc. We
also change avatars and place special
cover so friends could know about
#freeofage project.

5. How does it work?
We remove the social gap between young and elderly people. Profile management
switch allows to see each other side and proves that no matter how old you are if you
are an interesting person. Ageing is only an individual development stage.
Our campaign shows how ageing gives opportunity to finally do something for
themselves and to realise long-cherished wishes and, at the same time, encourage
elderly people to share their experience and skills.

6. Facebook
We would use Facebook as a trigger for our social plug-in and matching people with the same
interests. The main idea of profile switching is to share friends, interests, groups, events, etc.

7. Instagram
We create Instagram profile with all user
generated photos with the hashtag #freeofage.
Periscope
We would ask our participants to broadcast in
Periscope #freeofage moments and and
positive experience.