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2021 ADC Awards - Interactive

Disappearing Stories

Agency Mozga Studio / Moscow

Client Enjoyable Ageing Charity Foundation
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ADC_INT21_031B

About the Work

Millions of senior citizens in nursing homes live in oblivion. They need our attention to sustain their will to live. But young people are not interested; they perceive elderly people in nursing homes as irrelevant, devoid of any interest, insignificant.

So we decided to tell the stories of elderly people in a way that’s relevant to young audience – by using Instagram as a medium.

“Disappearing stories” is a miniseries based on real-life tales of senior citizens, created in the format of Instagram stories. Each episode disappears after 24 hours – just like the lives of residents at nursery homes melt away without our attention.

We posted 9 episodes as separate Instagram stories. The videos carried a powerful message and invited viewers to share the stories to keep them “alive”, and further sign up as volunteers in nursing homes. Unless shared, the stories disappeared forever, just like elderly people do.