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J. WALTER THOMPSON COSTA RICA, San Jose / AGECO, MINISTERIO DE CULTURA Y JUVENTUD, MUSEO NACIONAL / 2018
Overview
Credits
CampaignDescription
It’s worrisome how easy it is to forget the memories of a whole country. Introducing: The Memoirs Museum. A museum where the history of the nation became artwork in the voices of Costa Rican senior citizens. An initiative from AGECO, the most important organization for senior citizens in the country, the Ministry of Culture and Youth, and the National Museum of Costa Rica.
Execution
Thousands of visitors listened to the History of Costa Rica narrated by those who lived through it. For a night, the media and senior citizens revived the front stories they once had.
Outcome
Now, the Memoirs Museum is part of the annual agenda in AGECO, who is currently organizing a future edition.
Relevancy
The call to action was clear: come here and have a conversation with the ones who lived through the most important events in Costa Rica from the last 50 years. Face to face, from the primary source, we gave value back to the seniors' role in society, through the relations established during the night of the event.
Strategy
For a night, memories and stories from 16 senior citizens replaced the usual artwork from the biggest museum of the country.
Synopsis
According to State’s statistics, over 800 senior citizens are abandoned every year.
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