The One Show
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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS22_GA005G
About the Work
Tackling loneliness among the elderly through gaming.
Loneliness among the elderly is on the rise, with a million older people going over a month without speaking to anyone, according to Age UK. During Covid-19, that sense of isolation worsened. Yet gaming amongst the younger generation is on the rise, with gamers using Xbox as a tool to connect, socialise and maintain friendships. We wanted to shine a light on the relationship-building potential of modern online gaming and help bridge the generational divide by enabling the young and old to reconnect.
Introducing ‘Beyond Generations: Gaming Against Loneliness’ an initiative aimed at uniting families using the relationship-building potential of today’s games. The campaign features two documentaries following the real-life stories of two families who had lost touch, a ReBoxing program that encourages young gamers to gift their old consoles to the elderly in their lives through ReBoxing Kits, and “How To” videos which were made available online. The kits include everything needed to get an old console ready for its new owner and make it super-simple for an elderly person to set it up correctly. From a ‘what’s in the box’ page that acts as both a check list for the sender and a handy contents list for the recipient, to paper tags that could be affixed to each component to help them understand the items intended use. As news of the campaign spread, RetirementVillages.co.uk wanted in on the action and requested Xboxes to be sent to all their homes across the UK to enable their residents to stay connected with family. Xbox happily obliged.
RESULTS:
- 15,000 ReBoxing kits were downloaded.
- The average conversation lasted 45 minutes longer.
- The campaign received 0% negative sentiment in social channels.
- Howard and Dhillon still play to this day
Loneliness among the elderly is on the rise, with a million older people going over a month without speaking to anyone, according to Age UK. During Covid-19, that sense of isolation worsened. Yet gaming amongst the younger generation is on the rise, with gamers using Xbox as a tool to connect, socialise and maintain friendships. We wanted to shine a light on the relationship-building potential of modern online gaming and help bridge the generational divide by enabling the young and old to reconnect.
Introducing ‘Beyond Generations: Gaming Against Loneliness’ an initiative aimed at uniting families using the relationship-building potential of today’s games. The campaign features two documentaries following the real-life stories of two families who had lost touch, a ReBoxing program that encourages young gamers to gift their old consoles to the elderly in their lives through ReBoxing Kits, and “How To” videos which were made available online. The kits include everything needed to get an old console ready for its new owner and make it super-simple for an elderly person to set it up correctly. From a ‘what’s in the box’ page that acts as both a check list for the sender and a handy contents list for the recipient, to paper tags that could be affixed to each component to help them understand the items intended use. As news of the campaign spread, RetirementVillages.co.uk wanted in on the action and requested Xboxes to be sent to all their homes across the UK to enable their residents to stay connected with family. Xbox happily obliged.
RESULTS:
- 15,000 ReBoxing kits were downloaded.
- The average conversation lasted 45 minutes longer.
- The campaign received 0% negative sentiment in social channels.
- Howard and Dhillon still play to this day
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
McCann / London
Production Company
Craft / London
Chief Creative Officer
Laurence Thomson
Rob Doubal
Composer
Chris Davey
Designer
David Coates
Director
Chris Fowles
Director of Photography
Terrence Wilkins
Editor
Alex Young
Executive Creative Director
Jamie Mietz
Sanjiv Mistry
Executive Producer
Alec Christie
Alexia Merrington
Illustrator
Son of Alan
Account Director
Melanie Vickers
Assistant Camera
Luke Makepeace
Marti Guiver
Assistant Editor
Ashley Joiner
Chief Production Officer
Sergio Lopez
Head of Design
Lisa Carrana
Managing Director
Jessica Tamsedge
Senior Print Producer
Liam White
Senior Producer
Zara Balfour
Account Associate
Eloise Thompson
Assistant Producer
Toby Burden
Business Affairs
Molly Strasser
Val Boyce
Business Director
Oscar Flintoft
Covid Supervisor
David Devine
General Manager, Xbox Brand Marketing
Taylor Smith
Global Integrated Marketing Director
Michael Flatt
Global Integrated Marketing Lead
Jack White
Grade
Steffan Perry
Head of Post Production
Pedro Pinto
Managing Partner
Sailesh Jani
Online Editor
Simon Hall
Project Director
Clare Prager
Senior Account Manager
May Sinlapa
Senior Creative
James Crosby
William Cottam
Senior Planner
Jj Bender
Mike Phillips
Senior Project Manager
Georgia Wettenhall
Sound Design & Mix
Mihai Meirosu
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