The beon agency has won the competition to manage the awareness-raising campaign 'Good treatment of the elderly: Promotion of appropriate treatment and protection against abuse' of the Red Cross , a project whose objective is focused on promoting appropriate treatment and protection against abuse of the elderly.
Elder abuse is a major problem in our society. According to data from the Red Cross, Spain is one of the countries with the highest rate of people over 65 years of age at an russia number screening international level, with a significant increase in those aged 80 or over , the majority of whom are women. In addition, 22.5% are severely disabled, 40.8% are certified as disabled and 22% are certified as dependent. Also, 22.5% are in a situation of loneliness or isolation.
According to studies, advanced age, female sex, isolation, disability and/or dependency are very important risk factors for suffering abuse.
Given this situation, and following the competition launched by the Red Cross, beon. is the agency in charge of managing this project. To do so, it has created a claim, a logo and has developed the creative image to adapt it to the different planned media. The creative concept developed by the agency aims to seek a change in attitudes and behaviours from ageism to the promotion of Good Treatment of the elderly, avoiding infantilism, respecting their privacy and eliminating the habit of deciding for them.
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