Target the Untapped Senior Audience with YOURS CONNECTS

Provided by Bauer Media
A movement to combat loneliness in older people with simple technology solutions

Tell us about the Opportunity / What is it?

We believe technology could be a great way for older people to make connections that prevent loneliness. We also recognise that they have concerns: safety, learning new skills and thinking they don't need it. The trust that readers have in Yours means we are perfectly placed to change their minds. We recognise their fears but we'll show them how technology can make life better. We will gently guide them through the process and give them great reasons why they should be online. We are looking for a partner who shares our vision to end loneliness to help fund the campaign

What is the Marketing Objective?

Opportunity to target a largely untapped mature/senior audience and their friends and families and so increase brand awareness and increase sales/trial. Association with a wonderful, positive, feel-good initiative that will genuinely improve lives which can help to change perceptions and demonstrate CSR credentials

How does it work?

Media: Sponsored content in every issue of Yours for 12 months to include: How to. (Skype, Tweet, bank online, etc.); case studies; digital safety guides; useful tools and websites. Training: Phase 1 - We have teamed up with the a social inclusion charity to provide training programmes which will be heavily promoted to end users and their friends and family. Phase 2 - Recruit "Digital Buddies" to deliver Phase II training (Yours readers and younger people) and develop a digital advocacy scheme. Longer term we hope to develop Digital Guides and A Yours Connected App

Who's used it in the past?

Brand New Opportunity

Features / Benefits

A Media First! A brand new and unique proposition. A totally flexible package designed to suit your objectives - but with extensive inventory including advertorials & native content. Opportunity to sell digital products to the only remaining group who don't already have them and build brand loyalty early in the consumer journey. Content that is guaranteed to engage readers. Association with the hugely trusted Yours brand. Opportunity for positive PR. Access to the wider Bauer family

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Guide PriceReach & FrequencyTarget AudienceMedia Types
£51k to £100k
LocationTimingsMarketing ObjectiveOpportunity Type
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