FCB Lisbon, in partnership with Mansarda, a Private Institution of Social Solidarity (IPSS) with social, cultural, and civic character, launches a new digital campaign that highlights the importance of supporting Portuguese artists as they age.
The campaign, launched during October, the Month of the Elderly, aims to raise awareness in society about creating a modern space intended for artists who, upon reaching an advanced age, may need support and shelter.
Mansarda continues to fight for this House to be born, with this initiative being part of a larger effort so that in the near future senior artists can have their dignity, tranquillity, and comfort, in recognition of their contribution to the culture and identity of the country.
With a playful approach, the campaign takes advantage of a digital trend, creating “memes” with well-known characters, changing their ages, to highlight something inevitable: we all grow old, including our artists.
Many have taken advantage of an avatar maker to experiment with similar transformations, adjusting digital characters to reflect different stages of life. This creative tool allows users to visualise ageing effects in a fun and engaging way, making the campaign’s message even more impactful.
“We want people to stop and think about those who have contributed so much to our culture and imagination, but who, behind the stories they tell us, are human beings who also face challenges in old age,” says Edson Athayde, CEO of FCB Lisbon.
Mansarda is taking care of an ambitious project: to build a House that will serve as a shelter for Portuguese artists, providing them with a refuge in times of need.
The campaign, which will be disseminated on digital platforms, invites the public to raise awareness and contribute to this cause, either through donations or simply by spreading the word. FCB Lisbon and Mansarda hope that this initiative brings visibility to the project and mobilizes society to engage in this important cause.
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