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Reaching Older Adults

Reaching Older Adults. Jennifer 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

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Reaching Older Adults

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  1. Reaching OlderAdults Jennifer Leach Federal Trade Commission

  2. Pass It On / ¡Pásalo! • New consumer education campaign • Just launched • ftc.gov/PassItOn or ftc.gov/Pasalo

  3. 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”

  5. Changing our approach • A difficult idea for a federal agency: “Tell people what they need to know, not what you need to tell them.”

  6. Testing hypotheses • Who to reach • Where to reach them • How to reach them • Messages • How to deliver content

  7. Things we learned • Printed materials • “Don’t waste my time” • Acknowledge life experience • Respectful, not condescending • Ask them to share

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

  9. Campaign materials • One-page articles • Bookmarks • Activities, presentations • Conversational, friendly

  10. Applying learnings • Video • Sample press release • Tweets • What else?

  11. Things to do • Grab and post the video • Use the text for newsletter articles • Do a presentation • Tell us what else you need

  12. 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

  13. Jennifer Leach jleach@ftc.gov 202.326.3203

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