The Ministry of Emergency Situations is launching a new information campaign 'Safe Old Age'
50% of the total number of fire fatalities are individuals over 60 years old. Unfortunately, due to their age and physical characteristics, their risk of being caught in a fire is much higher than that of other demographic groups.
The causes of fires in the homes of pensioners are mundane: careless handling of fire, operation of faulty electrical appliances or stove heating, food left unattended on the stove. Loss of vigilance, reduced eyesight and hearing, memory problems – these are factors that can play a fatal role. Repairing a stove, electrical wiring, or installing a smoke detector independently – all these tasks are beyond the capabilities of an elderly person.
It would seem that in such a situation, adult children should step in and rectify the situation. However, the reality is quite sad: in the hustle and bustle of daily life, they forget about their elderly parents or do not consider it their duty to ensure them a full and safe old age, assuring themselves that nothing bad will happen to them. And what about elderly relatives who are not as close to many as parents, but who also need help?..
To draw public attention to the existing problem and remind people of the need to monitor fire safety in the homes of their elderly loved ones, the Center for Research in Life Safety and Public Interaction of the Research Institute of Fire Safety and Emergency Situations has developed a new information campaign "Safe Old Age," which will launch nationwide on November 1.
The campaign is based on very realistic imagery that instantly transports the target audience to the atmosphere of a countryside visit to grandparents – warm socks, fresh milk, rosy pies. However, there is a "fly in the ointment" in this setting – a demonstration of safety violations, which most often lead to irreparable consequences in the homes of pensioners. It might seem that this exhausts the campaign's concept – to show what is valuable and what requires attention. But it's not that simple. Among the main characters of the campaign, we do not see the pensioners themselves – the focus is on an EMERCOM rescuer. This is where the main idea lies: behind the seemingly comical image – a rescuer replacing the expected elderly woman in the frame – lies a very important message, which is revealed in concise slogans. "We cannot offer you fresh milk instead of your grandmother!", "We cannot bake pies instead of your grandmother!", "We cannot knit socks instead of your grandmother!"
!» – these phrases fully demonstrate what is at stake if we continue to be indifferent to the safety of elderly relatives at home. It is precisely this tandem – concise and catchy slogans and unconventional imagery – that is the most potent and effective way to "capture" the attention of the target audience on the raised issue and, appealing to warm memories and feelings, to call them to action, relying on specific examples.
The airwaves of republican and regional television channels will be supplemented with video clips, and radio stations will include thematic audio advertising in their rotation.
Thus, rescuers will reach the maximum volume of the target audience and try to reach everyone who has not yet considered the importance of paying attention to creating safe living conditions for elderly relatives.
Do not stay aside: join the campaign and ensure a safe and happy old age for your loved ones.