Reaching Older Adults

Reaching OlderAdultsJennifer Leach

Federal Trade Commission

Pass It On / ¡Pásalo!

New consumer education campaign

Just launched

ftc.gov/PassItOn or ftc.gov/Pasalo

Consumer education for active older adults

Respecting a lifetime of experience

Encouraging sharing of information on:

4

Changing the narrative

Older adults = part of the solution

Not:

•“Frail”

•“Victim”

•“Needs protection”

Changing our approach

A difficult idea for a federal agency:

“Tell people what they need to know, not what you need to tell them.”

Testing hypotheses

Who to reach

Where to reach them

How to reach them

•Messages

•How to deliver content

Things we learned

Printed materials

“Don’t waste my time”

Acknowledge life experience

Respectful, not condescending

Ask them to share

Overall message

“You’ve got this. But you probably know someone who doesn’t. So pass it on. Share what you know.”

Campaign materials

One-page articles

Bookmarks

Activities, presentations

Conversational, friendly

Applying learnings

Video

Sample press release

Tweets

What else?

Things to do

Grab and post the video

Use the text for newsletter articles

Do a presentation

Tell us what else you need

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

Jennifer Leachjleach@ftc.gov202.326.3203