reaching older adults jennifer leach federal trade commission
TRANSCRIPT
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Reaching OlderAdultsJennifer Leach
Federal Trade Commission
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Pass It On / ¡Pásalo!
New consumer education campaign
Just launched
ftc.gov/PassItOn or ftc.gov/Pasalo
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Consumer education for active older adults
Respecting a lifetime of experience
Encouraging sharing of information on:
4
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Changing the narrative
Older adults = part of the solution
Not:
•“Frail”
•“Victim”
•“Needs protection”
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Changing our approach
A difficult idea for a federal agency:
“Tell people what they need to know, not what you need to tell them.”
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Testing hypotheses
Who to reach
Where to reach them
How to reach them
•Messages
•How to deliver content
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Things we learned
Printed materials
“Don’t waste my time”
Acknowledge life experience
Respectful, not condescending
Ask them to share
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Overall message
“You’ve got this. But you probably know someone who doesn’t. So pass it on. Share what you know.”
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Campaign materials
One-page articles
Bookmarks
Activities, presentations
Conversational, friendly
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Applying learnings
Video
Sample press release
Tweets
What else?
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Things to do
Grab and post the video
Use the text for newsletter articles
Do a presentation
Tell us what else you need
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In Demand
400,000 pieces distributed since July
Veterans groups, AAAs, state and local government, non-profits, social groups
49 states + Puerto Rico, USVI, Guam
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