AMP Is an NGO operating in Portugal that assists elderly in need and isolation. Across consistent national studies, around 70% of Portuguese elders feel lonely. While this is an impressive number by itself, Portugal is now considered as the fastest ageing country in Europe.

For years, AMP tries to get awareness and contribution to this cause, but even being a subject that people empathize, it is always a struggle to have a place in the national conversation and in people’s daily concerns.

The challenge was to raise awareness for elderly isolation in a way that mobilized people to support elderly in their daily needs, either physical needs or emotional - as attention and companionship.

Every year, in October, happens a national ceremony of Golden Globes, with live broadcast and audience hit, reaching 1,6M people. An award ceremony that honors and celebrate the best from entertainment to culture. Attention is focused on red carpet that counts with the presence of all public and influence figures, attracting people’s eyes and conversation to celebrities and their lives.

A night where all the celebrities are accompanied by someone they cherish.

A moment to highlight how valuable it is to have someone to share with.

So, we’ve got two nominees, Jessica Athayde (actress - 1.3M followers) and Diana Chaves (TV host – 1.4M followers) to take as their dates, Luiz and Rosa, both lonely elders that are helped by AMP.

This stunt allowed us to transform caring about celebrities into caring about the elderly.

Elderly loneliness is a subject that overall people empathize, but the truth is quite easily falls in a place that no one remembers.

Everyday people are overwhelmed with daily routine tasks and all sort of content and news. Active Portuguese population have a daily average consumption of 2h:16m of TV, 2h:13m of social media and still 53% follow celebrities and social media conversations.

Facing the need to bring attention to elder loneliness subject, knowing that we needed to drive engagement to act, we build our presence in Golden Globes Ceremony awards. We made the night protagonists telling and sharing our message of how important is to care for our elders and how each one can help. That was what happened, that night, live in the TV broadcast event, capturing the attention of 1,6M people (top10 audience program in national TV) and from there through all social media and editorial coverage.

It started live, on October 2nd, at the most watched entertainment event of the year in the country, Portugal’s Golden Globes award ceremony.

Jessica Athayde (Actress) and Diana Chaves (TV host) cross the red carpet with Luiz and Rosa. Both peers were interviewed in prime time during event broadcast.

During and after the event, Jessica and Diana shared step by step the preparation, the impact and the story of their dates. As live broadcast event was happening, we had content ready to spread through the nominees social pages and AMP’s, guaranteeing clear message on how to help.

In the days after the event, Luiz and Rosa, the two AMP elders went to TV programs being interviewed about their experience and life stories, continuing to drive scale and online conversation.

In a country of 10M people we have reached 1 in every 4 portuguese, generating 1M€ in earned media. All this was achieved with zero media investment.

We’ve got broad national coverage through product integration and social media conversations and brought elders isolation subject to everyday conversations, addressing effective actions to help.

Mobilizing people to help

+53,9% in activities to accompany the elders.

+17,4% in home visits

Mobilizing businesses

+74,5% in new partnerships.

+30% in healthcare activities

Mobilizing the government

“Government to increase support for senior care organisations like AMP”

was the published statement from Ana Godinho - Portugal Secretary of State for Solidarity and social security – that marked a government commitment, that led to double the medical support and increase of 28,5% in medical supplies.