ChallengeMotivate elderly people to better adapt to the ageing process, to make ageing a more active, exciting and healthy process.

ProblemThere are a lot of elderly people who choose passive position in life, cut off all social ties and activities.

BackgroundBut there is one day in a month when even the most sociopathic seniors have to come out of a house and contact with society. It’s a day when they have to pay utility bills. Usually they pay them at a post office or in a bank - such a dull and joykilling places with long lines of people on this single day.

Why don’t they use internet, instead?It’s too complicated for them, elderly people in Belarus are mostly technophobes.

IdeaTurn a utility bill into a ticket for entertainment. It’s an entertainment utility bill.

Message Pay attention to your life! The ageing can be different!

What is it?Entertainment Utility Bill Program (EUBP)

How it works?Special social governmental program that allows elderly people paying utility bills at the box offic-es of entertainment places. When the payment is proceeded person can enjoy the entertainment for free together with one more person – a grandchild, a child or a friend.

How to do it?We install special terminals that are able to receive the payment for utility bills at the box offices of entertainment places.

What entertainment places?Culture: theatres, cinemas, museums, exhibitions, etc.Entertainment: zoos, Botanical Garden, etc.Physical activity: swimmning pools, sport centers, etc.

Who can use it?elderly people aged 55 and older and their loved ones as invited guests.

Utility bills with infoblock having all theinformation about Entertainment Utility Bill Program: how to use it, the city map withentertainment utility terminals, etc.

Stickers to mark the entertainment places where one can pay utility bills

UNFPA web site with special section telling all the information about EUBP.

Online city maps with entertainment places marked as available for EUBP.

Mediachannels

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back side

Mechanics1. An elderly person receives a utility bill2. Gets the message3. Chooses the entertainment place where to pay for utilities4. Invites one person to enjoy the entertainment with5. They go to the chosen place6. The elderly person shows his/her pensioner ID, pays for utilities7. Both enjoy the entertainment for free

1. They have really a lot of free time. they don’t know how to have a good time or they don’t have money for it, or they don’t want to spend money on it

2. Elderly people can invite loved ones to spent time together

3. Children will push and stimulate their elderly parents to have a good time

Why willelderly peopleuse EUBP?

Utility bill has some negative context because it hits in the pocket, the cost of utilities grows all the time, so all this causes a lot of negative on the part of citizens,especially elderly people.

Entertainment Utility Bill Program not only makes the ageing a more interesting and active process, it also changes people’s attitude to utility bills, reducesthe negative around it.

Government doesn’t bear losses, because entertainment places always have a lot of breathing space or unsold tickets that could be used by the Entertainment Utility Bill Program.

Why is it profitablefor the government?

With such a non-standard media channel as utility bills we will bring our message to every single person in Belarus.

We will give elderly people a real possibility to have a good time for free and make ageing a more active, exciting and interesting process.

Young and mature people will also get the message and start to perceive the old age as a period of life that is full of entertainment.

Whyis this ideastrong?

SUMMARYCHALLENGE

Motivate elderly people to betteradapt to theageing process, to make ageing a more active, exciting and healthy process.

PROBLEM

There are a lot ofelderly peoplewho choosepassive position in life, cut off all social ties and activities.

BACKGROUND

Once in a month seniors have to pay utility bills.They pay them at a post office or in a bank - places with long lines of people on this single day.

IDEA

Turn a utility bill into a ticket for entertainment.It’s an entertain-ment utility bill= Entertainment Utility Bill Program (EUBP)

EXECUTION

EUBP allowselderly people pay utility billsat the box offices of entertainment places and get the entertain-ment for free together with one more person.

Utility bill Stickers to mark the entertainment places where one can pay utility bills

Online city maps with entertainment places marked as available for EUBP

UNFPA web site