Panache Brand Stand sides with senior citizens

The campaign will continue for two months and the design studio plans to do campaigns for such issues after every two to three months.

Senior citizens are easy targets for anti-social and criminal elements. Domestic abuse, too, is a common occurrence and in many cases, the grievances of senior citizens are against family members. In a bid to create awareness and understanding about these increasing social menaces, Panache Brand Stand, a design studio and an event management company which is a division of Panache & Partners, has launched a campaign to aid the elderly in Ahmedabad, in association with Ahmedabad Police.

As a part of the campaign, Panache Brand Stand has created leaflets and billboards to communicate the issue. Leaflets have been distributed amongst the citizens, while billboards have been put up at crucial locations across the city to drive home the message.

The creatives of the billboard carry an image of an old lady and helpline numbers, along with other relevant messages in both Gujarati and English that read 'Age is not on their side. Should we not be? Our concern. Their Safety'. The leaflets carry information on safety measures to protect the senior citizens, enlisting several do's and don'ts, with the same creative on the front page of the leaflet. The last page of the leaflet carries the helpline number.

Falguni Mathur, creative director, Panache Brand Stand, says, "We are supporting this cause against old age abuse by designing distinct leaflets and billboards that have been put up in major locations all over the city. The main aim of this campaign is to bring to the fore the silent ill-treatment that is meted out to senior citizens. The need to protect and guide senior citizens regarding their safety propelled Panache to work in tandem with Ahmedabad Police."

The design and content for the communication have been developed by Panache Brand Stand, which currently offers its services in Ahmedabad, Mumbai, Philadelphia and New York.

Moreover, Ahmedabad Police has created a dedicated helpline number to deal with the problems of senior citizens. It arranges counselling for both senior citizens and their families and helps to iron out differences. The problems are kept strictly confidential; sometimes police personnel visit the homes of the elderly to see that everything is set right.

The two-month campaign kicked-off on April 1 and will continue till the end of May. However, the design studio plans to continue its work for other social causes and issues, too. It plans to pick up different issues every two to three months.