CHALLENGE: As countries around the world, Thailand is facing a future crisis from its aging populations. As more of the citizens become elderly and require social support, and fewer young people remain in the work force, the financial burden of social security threatens to bankrupt its economy. How does Thai society handle this problem ?

STRATEGY: The best way to get rid of it is to make it useful. The only thing that the elderly have and others don't is "EXPERIENCE". We turned the elderly's experience into something useful to society.

On 3 March 2013 Bangkok held a City governor election. We hijacked the attention of media and the whole country. We created a political party in which only elderly were the members, called THE ELDER ENERGY PARTY. Our party's policy comes from their knowledge and experiences.

We launched a TVC to declare their believe and roles of elderly in society. Over 1000 cut outs were placed around Bangkok alongside the cut outs from the main parties running in the election. 6 VDO clips showing the vision of solving problems in Bangkok were broadcasted through TV, Online, magazine, newspaper and caravan.

It created national conversation about the role of elderly. National news, leading magazines, newspapers, and key influencing online communities were remarkably engaged with the content and helped spreading the words across country. With 0 media investment, we generated Free Media worth 9.6 million Baht

On 3 March 2013 Bangkok held a City governor election. We hijacked the attention of media and the whole country. We created a political party in which only elderly were the members, called THE ELDER ENERGY PARTY. Our party's policy comes from their knowledge and experiences.

We launched a TVC to declare their believe and roles of elderly in society. Over 1000 cut outs were placed around Bangkok alongside the cut outs from the main parties running in the election. 6 VDO clips showing the vision of solving problems in Bangkok were broadcasted through TV, Online, magazine, newspaper and caravan. THE ELDER ENERGY PARTY became the national conversation as leading media and key influencing online communities changed their views about the role of elderly and helped spreading the words across country.

1) With 0 media investment, we generated Free Media worth 9.6 million Baht

2) More than 300,000 people were engaged online within the first week and revealed that they saw the value of elderly people

3) All 6 policies of Elder Energy Party were used to create a future for Bangkok

Elder Energy inspired elders who once perceived themselves as useless to start looking at themselves again and do something good. More and more elders have become quality members of the population and, rather than representing Thailand's past, have become its future.