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GRAYi s t h e n e w
BLACK
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you see
GRAY-HAIRED
we see
GO-GETTER
GRAYis the new
BLACKwww.grayisthenewblack.org
you see
WRINKLES
we see
WISDOM
His Holiness the 14th Dalai Lama, Tenzin Gyatso, describes
himself as a simple Buddhistmonk. At the age od 79, he is the
spiritual leader of Tibet and travels the world to bringhis
teachings to other countries. The Dalai Lamas are believed to be
manifestations ofAvalokiteshvara or Chenrezig, the Bodhisattva of
Compassion and the patron saint ofTibet. Bodhisattvas are believed
to be enlightened beings who have postponed theirown nirvana and
chosen to take rebirth in order to serve humanity.
GRAYi s t h e n e w
BLACK
PRINTOur series of print ads combat theissue at the core of
agism, askingpeople to see the person, not theirage. oo often,
people associate ag-ing with a loss of independence andimportance.
It is all too easy for thisto become a self fulfilling
prophecy.hese ads speak to both younger,and older generations,
illustratingthat aging should not be feared orignored in our
society, but cherishedand revered.
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YOU SEE
ELDERLY
WE SEE
GRAYi s t h e n e w
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HERE
1950 - Listend to first
vinyl record
1945 - Lost his father
during WWII
1957 - Joined thePeace Corps
1934 - Born
YOU SEE
ELDERLY
WE SEE
GRAYi s t h e n e w
BLACK
EXPERIENCED
2014 - Celebrated80th Birthday
2009 - Voted for firstblack President
1980 - Purchased first
personal computer
1960 - D iscove re d the Be at le s 1989 - Wa tc he d the fa ll
ofthe Berlin Wall
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GoPro Video Series
GoPro is one of the most prominent brandsfor todays youth,
particularly those withactive lifestyles. By partnering with the
GrayIs he New Black campaign, they will notonly tap into an older
audience, but will alsohave the opportunity to extend their brandto
encompass those who live less instenselives.
Wear Your Wrinkles, an web series of video
shorts, will feature the amazing, heartfelt orinspiring storeis
of individuals who are partof the older generation.
WearYourWrinkles
GRAYi s t he new
BLACK
Tis is for the climbers of mountains, the music makers, and the
master chefs.
1. 2. 3. 4. 5.
6. 7. 8. 9. 10.
New students, and sailors of the seas
Te world champions, and war veterans. Grandparents, and
go-getters. Te ones who dont let asilly number stand in thheir
way...
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Digital Online Presence
An online presence wi ll serve as a an e xtended resource for
people to gather information on our campaign and the issue we
are
advocating. More importantly than i ts function as a s ource of
information, i s i t s abi l i ty to evolove i nto a socia l online
on line
community for older generations. Through our Teaching Technology
events, and online video tutoria ls, elderly people wi ll be
able to use this si te as their own form of socia l , digi ta l
community. The si te wi l l feature the GoPro Wear Your Wrinkles
videosas well as give people the opportunity to participate in the
blog, ei ther by commenting on previous posts or creating their
own.
Social blog to facilitate an online community targted to the
older generation.
Page featuring the GoPro Wear Your Wrinkles video series.
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Teaching Technology & Social Media
Our teaching technology events, called Crossing Borders, is the
ultimateway to unite generations through technology. Te excelerated
evolutionof technology is hard for elderly citizens to keep up
with, escpecially inour impatient and fast-paced society. Tese
events will directly connectthe two generations and convey how
mutually benefical the coexistence
of different generations can be.
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GRAYi s t h e n e w
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