Reaching Older Adults Jennifer Leach Federal Trade Commission

Pass It On / ¡Pásalo! New consumer education campaign Just launched ftc.gov/PassItOnftc.gov/PassItOn or ftc.gov/Pasaloftc.gov/Pasalo

Consumer education for active older adults Respecting a lifetime of experience Encouraging sharing of information on: 4

Changing the narrative Older adults = part of the solution Not: “Frail” “Victim” “Needs protection”

Changing our approach A difficult idea for a federal agency: “Tell people what they need to know, not what you need to tell them.”

Testing hypotheses Who to reach Where to reach them How to reach them Messages How to deliver content

Things we learned Printed materials “Don’t waste my time” Acknowledge life experience Respectful, not condescending Ask them to share

Overall message “You’ve got this. But you probably know someone who doesn’t. So pass it on. Share what you know.”

Campaign materials One-page articles Bookmarks Activities, presentations Conversational, friendly

Applying learnings Video Sample press release Tweets What else?

Things to do Grab and post the video Use the text for newsletter articles Do a presentation Tell us what else you need

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

Jennifer Leach