The challenge was to target a younger male audience from the age rage of
The elderly community is increasing as large amounts of our society are reaching a delicate age with severe health and wellness concerns. This community requires our serious attention, as elder abuse develops into an unnoticed problem, and many elders fall victim to sexual, mental, emotional or physical abuse. It is important for the younger generation to not only realize but to actively take a part in fighting against this inhumane problem, as it can result in extreme cases of death and severe illnesses.
At first, I began my project with basic research about the issue, and reading true stories about the victims and their experiences. The major challenge in this project was to find a method to convince a younger male audience to not only care but also invest their time into preventing the issue. After several failed attempts I tried not to focus on a stereotypical visual representation of elder abuse, for example an elderly man as the main subject. Instead, I tried to capture one’s attention with a powerful image like boxing gloves, followed by a clever but contrasting slogan of “FRAGILE, Please Handle with Care” The solution addresses the original problem in an unexpected manner, where the audience is caught off-guard about the issue. At first, they are attentive towards the bright red gloves representing strength, and confused by a contrasting slogan representing weakness. This method builds a mystery, encouraging the audience to become curious about the context.