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Published byKelvin Brocklehurst Modified over 10 years ago
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Reaching Older Adults Jennifer Leach Federal Trade Commission
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Pass It On / ¡Pásalo! New consumer education campaign Just launched ftc.gov/PassItOnftc.gov/PassItOn or ftc.gov/Pasaloftc.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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Jennifer Leach jleach@ftc.gov 202.326.3203
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