Reaching Older Adults Jennifer Leach Federal Trade Commission.
Dec 16, 2015
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Reaching OlderAdultsJennifer Leach
Federal Trade Commission
Pass It On / ¡Pásalo!
New consumer education campaign
Just launched
ftc.gov/PassItOn or ftc.gov/Pasalo
Consumer education for active older adults
Respecting a lifetime of experience
Encouraging sharing of information on:
4
Changing the narrative
Older adults = part of the solution
Not:
•“Frail”
•“Victim”
•“Needs protection”
Changing our approach
A difficult idea for a federal agency:
“Tell people what they need to know, not what you need to tell them.”
Testing hypotheses
Who to reach
Where to reach them
How to reach them
•Messages
•How to deliver content
Things we learned
Printed materials
“Don’t waste my time”
Acknowledge life experience
Respectful, not condescending
Ask them to share
Overall message
“You’ve got this. But you probably know someone who doesn’t. So pass it on. Share what you know.”
Campaign materials
One-page articles
Bookmarks
Activities, presentations
Conversational, friendly
Applying learnings
Video
Sample press release
Tweets
What else?
Things to do
Grab and post the video
Use the text for newsletter articles
Do a presentation
Tell us what else you need
In Demand
400,000 pieces distributed since July
Veterans groups, AAAs, state and local government, non-profits, social groups
49 states + Puerto Rico, USVI, Guam
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