INDIA — Evergreen Club, India’s largest online community for older adults, launched an influencer engagement campaign #WhatAboutElders, urging millennials and youngsters to take cognizance of mental well-being among the elderly.
Social isolation and the need to feel a strong sense of purpose in the new dimension of life makes the elderly vulnerable and impacts their well-being. The onus is on the younger generation to help them discover a platform where they can find renewed confidence, rekindle their old hobbies, learn new skills and meet like-minded people, thereby making a difference to their overall well-being.
Evergreen Club is a learning platform for adults over 50 years of age, with specially curated sessions across a variety of categories like health, fitness, entertainment & skill development. Through this campaign, the company aims to create awareness about the multitude of activities that the “young at heart” can indulge in, and improve their mental & physical wellness from the comfort of their homes.
Speaking on the launch of the campaign, Tapan Mishra, Founder & CEO, Evergreen Club, commented, “Social isolation has been prevalent among the elderly even before the pandemic started. Though this campaign #WhatAboutElders, we aim to trigger conversations between the older adults & their caregivers on the importance of mental wellbeing. It is equally important for caregivers to understand that, while they have multiple avenues to address their emotional health issues, their parents and grandparents have limited ways to seek support. At Evergreen Club, we have carefully designed & curated interactive sessions that assist seniors in living a more fulfilled and empowered life.
The goal is to cater to their social needs and offer a sense of belongingness.”
Evergreen Club will work together with lifestyle influencers and mental health advocates to produce thought-provoking, relatable content that triggers conversations between the elderly and their caregivers. The campaign, conceived in collaboration with Winkl, aims to leverage the power of Instagram, which is one of the most popular social media apps among youngsters.
