These Books Are Designed to Help Your Adult Kids to Finally Leave Home
Campaign by Brazil Real Estate Portal Zap Allows Frustrated Parents to Hint
May 19, 2017
In Brazil, real estate portal Zap targeted parents of the so-called "Kangaroo" generation -- grown-up kids who refuse to move out of the family home -- with a campaign involving printed "Hint Books" encouraging them to do so.
According to data from the IBGE (Brazilian Institute of Geography and Statistics), the number of adult children who extended their stays with their families or moved back in with their parents, increased by 25.3% in 2015. Research suggests this is not related to unemployment.
Agency FCB created the three books, which are based on different profiles of young adults who have not yet moved out: those waiting until they get married, those who are eternal students and those who simply don't know how to take care of themselves. The content, written by Mariana Carvalho, is both humorous and offers practical advice: for example tips about housekeeping, simple recipes and information on how to pay their bills. They're available to order or download for free on the project website.
Zap is also promoting the books with a video, seen here, which uses famous artworks from the public domain collection of the Metropolitan Museum of Art to adress the topic.