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Do You See Me?

Entered in Non-Profit, Regional Campaign, Social Good Campaign


In a world where the elderly often suffer in silence, our campaign emerged as a beacon of hope and advocacy, shining a spotlight on the urgent need to protect the rights of our seniors. With alarming statistics revealing the prevalence of elder abuse globally, it became clear that action was imperative. 

Our objective was ambitious yet essential: to catalyze meaningful change by galvanizing both public attention and governmental action. Partnering with UNESCO and the Secretary of Elderly Rights, we embarked on a mission to elevate the conversation surrounding elder abuse. 

Through compelling messaging and strategic engagement, our aim was twofold: firstly, to raise awareness among the general public, compelling them to confront the harsh realities faced by the elderly; and secondly, to mobilize government officials and policymakers. 

Our campaign sought to challenge societal norms and spark a paradigm shift in how we perceive and treat our elderly. By amplifying the voices of those who are often overlooked, we strove to foster compassion, and, above all, action. We aimed to translate empathy into tangible initiatives, advocating for the implementation of support services, and community interventions to safeguard the rights of the elderly. 

Ultimately, our campaign was a cry for solidarity and social responsibility. It called upon individuals, communities, and governments alike to stand up and take decisive action to protect the most vulnerable among us. In doing so, we sought not only to combat elder abuse but also to uphold the fundamental principles of justice, equality, and human rights for all. 


The campaign "Do You See Me?" emerged from a profound question that delves deep into society's perception of the elderly and the often silent, invisible struggles they face. Recognizing the urgency to transcend traditional awareness-raising efforts and ignite genuine empathy on a profoundly personal level, the campaign employed a strategic fusion of cutting-edge technology, powerful storytelling, and strategic execution to provoke thought and incite action. 

We aimed for the audience to empathize and understand, on a personal level, how society often embraces the stereotypical image of a healthy and happy elderly person, yet overlooks those in need. Especially with our target audience—those with the power to make a real difference—the reflection becomes even more profound: how can the State prioritize the well-being of society if it ignores this invisible segment? 

Strategically, the campaign unfolded in three distinct phases, each meticulously designed to maximize impact and engagement. The first phase involved the creation of three compelling videos, each bringing light to a different form of elder abuse: physical, emotional, and financial. These videos served as poignant reminders of the invisible suffering endured by countless elderly individuals, prompting viewers to confront uncomfortable truths and challenge preconceived notions. 

To convey this message, we utilized a timely tool: Artificial Intelligence. This allowed us to confront two contrasting realities—the idealized image we admire and the often-dismissed reality. Do we truly see these individuals? Or do we selectively acknowledge only the aspects we prefer?  

The decision to launch the campaign at a significant event attended by influential figures in the Brazilian government was a strategic masterstroke. This high-profile platform not only ensured maximum visibility and exposure but also signaled a clear message to policymakers and legislators: the rights and well-being of the elderly demand urgent attention and action. 

The impact of the campaign extended far beyond its initial launch, gaining traction and recognition from key stakeholders such as the Ministry of Human Rights and Citizenship and the National Congress of Brazil. Through its modern and impactful approach, "Do You See Me?" succeeded in sparking meaningful conversations, driving policy reform, and elevating the issue of elder abuse from a forgotten concern to a government priority. 

"Do You See Me?" stands as a testament to the power of strategic innovation and compelling storytelling in effecting real societal change. By challenging entrenched perceptions and advocating for the rights of the elderly, the campaign has not only raised awareness but also catalyzed tangible action, paving the way for a more inclusive, compassionate, and equitable society for all ages. 


The "Do You See Me?" campaign has yielded substantial improvements. These include the formulation of the National Plan to Combat Violence against the Elderly and the establishment of the Database and Bulletin of the National Ombudsman for the Elderly, dedicated to monitoring the situation of the elderly throughout Brazil. Furthermore, the campaign has fortified a range of initiatives:  


We invite you to respond: can you perceive this reality, advocating for the elderly population in your country? After all, the battle against elder abuse only commences with acknowledging its existence.  


Video for Do You See Me?

Entrant Company / Organization Name

Cappuccino / Weber Shandwick Collective, UNESCO


Entry Credits