Ministry of Emergency Situations launches new information campaign "Safe Old Age"

50% of the total number of fire fatalities are individuals over 60 years of age. Unfortunately, due to their age and physical characteristics, their risk of being caught in a fire is significantly higher than that of other demographic groups.

The causes of fires in pensioners' homes are mundane: careless handling of fire, use of faulty electrical appliances or stove heating, and unattended cooking. Loss of vigilance, reduced eyesight and hearing, and memory problems are factors that can play a fatal role. Repairing a stove, electrical wiring, or installing a smoke detector independently are all tasks beyond the capabilities of an elderly person.

It might seem that in such a situation, adult children should step in to rectify the situation. However, the reality is often quite sad: in the hustle and bustle of daily life, they forget about their elderly parents or do not consider it their duty to ensure them a full and safe old age, assuring themselves that nothing bad will happen to them. And what about elderly relatives who are not as close to many as their own parents, but who also need help?

To draw public attention to the existing problem and remind people of the need to monitor fire safety in the homes of elderly relatives, the Centre for Research in Life Safety and Public Interaction of the Research Institute of Fire Safety and Emergency Situations has developed a new information campaign, "Safe Old Age," which will be launched nationwide on November 1st.

The campaign is based on very realistic imagery that instantly transports the target audience into the atmosphere of a countryside visit to grandparents – warm socks, fresh milk, and rosy-cheeked pies. However, within this setting, there is a "fly in the ointment" – a demonstration of safety rule violations, which most often lead to irreparable consequences in pensioners' homes. It might seem that this exhausts the campaign's concept – to show what is valuable and what requires attention. But it's not that simple. Among the main characters of the campaign, we do not see the pensioners themselves – the focus is on an employee of the Ministry of Emergency Situations. This is where the main idea lies: behind the seemingly

The image, with a touch of humour – a rescuer replacing the expected elderly woman in the frame – conceits a very important message, which is revealed in concise slogans. **"We cannot treat you to fresh milk instead of your grandmother!", "We cannot bake pies instead of your grandmother!", "We cannot knit socks instead of your grandmother!"** – these phrases fully illustrate what is at stake if we continue to be indifferent to the safety conditions in the homes of elderly relatives. It is precisely this tandem – concise and catchy slogans combined with unconventional imagery – that is the most powerful and effective way to "capture" the target audience's attention on the issue raised and, appealing to warm memories and feelings, to call them to action, based on specific examples.

Bright **billboards** will appear in the vicinity of settlements.

**Leaflets** with useful information will fill the internet space and update stands in all public places across the country, while **brochures** will become the main tool for campaigners during events held as part of the information campaign.

Leaflets

Brochure

Television channels at the national and regional levels will feature **video clips**, and radio stations will include thematic **audio advertisements** in their rotation.

Thus, rescuers will reach the maximum volume of the target audience and strive to reach everyone who has not yet considered the importance of paying attention to creating safe living conditions for elderly relatives.

Do not stand aside: join the campaign and ensure a safe and happy old age for your loved ones.