Sue Ryder care centres

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Sue Ryder care centres : Increasing respect for the elderly in the Czech society.

Prague, Czech Republicentire Czech republic, Czech Republic
Year Founded:
Organization type: 
nonprofit/ngo/citizen sector
Project Stage:
< $1,000
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

On the long term basis together with Sue Ryder we are continuously working on increasing respect for the elderly. We are changing perception of the elderly and old people by the Czech society in order to help old people to live better lives and be respected part of the society.

WHAT IF - Inspiration: Write one sentence that describes a way that your project dares to ask, "WHAT IF?"

we can change the society and help old people to live better lives...
About Project

Problem: What problem is this project trying to address?

In the past old people had stronger voice and more respect. But the world has changed. Young people care much more about themselves and about achieving their own goals and dreams. Seniors and old people feel alone. They live alone on the edge of the society. On top of that elderly and old age is not trendy topic between young people and in the society at all.

Solution: What is the proposed solution? Please be specific!

We are changing perception of the society by non traditional communication campaigns and activities. We communicate serious topic with ease and with the tone of voice young people can easily understand. As a part of this long term activity we developed campaign "Mas to za par" (Your time is gonna come). We prepared simple social experiment and created a movie about this experiment. In the first wave of the campaign the movie started strong discussion and attracted media... In the second wave we used outdoor and PR campaign. The impact was tremendous. We generated more than 70 thousand of views of the movie (CZ internet population is app. 6mio). We also attracted media attention and finally initiated debate within the society.
Impact: How does it Work

Example: Walk us through a specific example(s) of how this solution makes a difference; include its primary activities.

We are initiating debate within the society. The more people talk about our topic, the more we change how people perceive old people. We communicate the topic the way people easily understand. Please see the case study for better understanding of the activity:

Impact: What is the impact of the work to date? Also describe the projected future impact for the coming years.

We are initiating debate within the society. With a small budget we have we need strong ideas and great executions. With the last campaign we generated more than 70 000 views of the movie. We had more than 18 000 visits on the microsite and of course a lot of people saw our billboards (which we negotiated to have for free). But the most important was that the initiated debate in the media, in the government and within the society. Please see the case study for more results:

Spread Strategies: Moving forward, what are the main strategies for scaling impact?

The campaign mentioned above is just one activity of many we develop together. We are continuously working on increasing awareness about the topic and helping Sue Ryder care centres to spread the message and rise money to be able to help old people live better lives...

Financial Sustainability Plan: What is this solution’s plan to ensure financial sustainability?

As people involved we invest our own time and enthusiasm. As communication agency we use our resources and contacts. We all are continuously searching for new opportunities and challenges.

Marketplace: Who else is addressing the problem outlined here? How does the proposed project differ from these approaches?

In terms of fund rising and charity all other charity project could be perceived as a competition. Compared to some other charity projects we are promoting the topic which is not very trendy. People don't talk about elderly and perceive it as a kind of tabu. We are changing this perception...

Founding Story

As mentioned before the topic of elderly is not trendy at all for any communication. But we saw changes in the society and need for any action. This is why we decided to work together to change this. We have knowledge and resource to move things. And we want to change the way people talk about old people. Not only our parents and grand parents are those who deserve respect. All old people deserve respect and we need to help them...


Sue Ryder team Arnold team