While many of us are getting through isolation using video conferencing and virtual apps, lockdown can be particularly difficult for older people without the technological wherewithal to use them. Many, for example, don't own a computer or cellphone, let alone know how to install a video app.
For those people, TV is the real lifeline, so Orange is dedicating its TV ads in France to letting people say hello to their elderly friends and families.
In a campaign by agency La Chose titled "On Reste Ensemble" ("We Stay Together"), the telecom brand developed an online platform where people can post a message to their parents, grandparents and friends via ads during their favorite shows. Anyone can record a 5-10 second video and it will later appear in one of nine TV shows on four networks. The platform went live on April 10 and so far over a thousand messages have been recorded, appearing in two films. The agency is planning up to 50 films in total.
"The network has never been so essential and vital to everyone,” said Béatrice Mandine, executive vice president of communications and Brand at Orange, in a statement. "It is this link that enables everyone to keep in touch with others and, for a very large part of the population, it gives us the opportunity to continue to see our loved ones. Very often, our parents and grandparents do not have the tools or access to videoconferencing platforms.”