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The many faces of elder abuse

The many faces of elder abuse

The elderly are almost invisible in advertising, even in cause marketing. Therefore I’m glad that the Canadian Human Resources and Skills Development Canada (HRSDC) made this campaign about Elder Abuse.
It is a follow-up of a campaign from 2010 entitled ‘Don’t turn a blind eye…’ (see it after the break).

The 2010 campaign was about elder abuse in general with disturbing and violent imagery. This years campaign focus on the financial part of abuse.

The campaign is made by Acart Communications, the agency where Osocio blogger Tom is the Creative Director.

Tom: “Obviously, that first campaign is a hard act to follow. So we didn’t try to create a sequel. With a new brief from the client, aimed at making seniors and the people who care for them more aware of the specific dangers of financial abuse by both formal and informal caregivers, we set out to create an even more gripping ad.”
“In some ways, depicting verbal and physical abuse in the previous campaign was easier than the purely financial message. Financial abuse of seniors is something much more insidious, takes many forms, and can even be inflicted by a loved one.”


It is an impressive campaign because the financial argument is very familiar. I think most of us has experienced financial disagreement within the family. And this new campaign shows how painful it can be.

Tom: “It’s a jarring approach, but one that our focus group research showed us will break through to the target audience. (One elderly woman in our groups was moved to tears.)”

‘Don’t turn a blind eye…’ from 2010:


Version Française: Les Visages de lexploitation

Human Resources and Skills Development Canada (HRSDC)
Acart Communications
Additional credits:
Senior Creative Director: John Staresinic
Creative Director: Tom Megginson
Associate Creative Director: Vernon Lai
Art Directors: Kerry Hodgson, Javier Frutos
Copywriters: Tom Megginson, Vincent LeBlanc
Production Manager: Lynn Norris
Agency Producer: Pierrette Bornais
Account Director: Gillian Todd-Messinger
Account Manager: Tania Glithero
Media Strategy: Sue McKinney, Kevin Scannell, Natalie Lafleche

Production House: La Cavalerie
Director: Dominique Laurence
Producer: Émilie Heckmann
Production Manager: Sébastien Poussard
DOP: Jonathan Decoste
Artistic Director: Susan MacQuarrie
Editors: Hubert Hayaud, Benoit Marcoux
Stylist: Marie-Claude Guay

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