The Valencia Department of Innovation, Universities, Science and Digital Society has launched an awareness campaign to promote the use of technology among older people. The General Directorate for the Fight against the Digital Divide, within its actions to promote public confidence in new technologies, has counted for this initiative with the participation of residents of the Alicante municipality of Beniardá, at risk of depopulation.
The objective pursued by the Ministry of Innovation with this campaign called ‘It is never too late to live better’ is to show how innovation and technology can help people of any age to improve their quality of life and integrate into the era of digital citizenship.
Following the creative strategy of a documentary, the spot brings together Lola (78), Manola (81) and Paca (90), three real people from a rural environment, to tell and, at the same time, learn why ICT can help them live better.
The starting point is to find out what makes them feel better and how technologies help to achieve it. Based on this need, it is possible to achieve other goals, such as interacting with the administration or making a doctor’s appointment, through ICT.
The objective is to show that connectivity is not based only on data, but that it is a tool at the service of people, which can make people happy and integrate, giving them autonomy and the feeling of being able to face a radically different world the one they knew when they were young.
Starting from a real event, the celebration of a festival, the spot describes how ICTs can help citizens in the face of the impossibility of celebrating one more year the annual meeting of the inhabitants of the Guadalest Valley.
Both the Regional Minister Carolina Pascual and the Director General María Muñoz have received today the mayor and the residents of Beniardá at the headquarters of the Department of Innovation for the premiere of the video.
This campaign, made up of a video (available in sign language) and a series of infographics, will be broadcast on television and on social media. The dissemination will be completed with a street marketing action that will take place in the next few days, which will allow this message to be brought closer to the elderly and their environment.
Currently, the population lives longer and in better conditions. The data in the Valencian Community show that the population over 65 years of age is above 19% “. For this reason, the Councilor Carolina Pascual has stressed that” it is important that we join forces to ensure that the elderly have access and a meaningful participation in the digital world “.
For her part, the general director María Muñoz has indicated that “to put the focus on the elderly, make available tools that allow them to open up to the possibilities that technology offers them and guarantee their autonomy and independence through the use of themselves, it also involves breaking down the barriers that separate them from the use of technologies and improving their confidence in them “.