However, rapid urbanization and the scarcity of land makes it hard to create new venues for the elderly, and they often find themselves excluded from social and entertainment opportunities.

The “Open All Ages” campaign aimed to address this by transforming nightlife venues into morning spaces for the elderly.

The objective was to create inclusive, elder-friendly environments utilizing existing urban spaces. This innovative approach attempted to enhance the well-being of the elderly while fostering intergenerational connection.

The campaign's goal was not only to provide entertainment but also to integrate the elderly into the city's social fabric, opening Shanghai for all ages.

Creative Idea

The creative idea behind "Open All Ages" is a pioneering concept of time-sharing urban spaces in Shanghai. This campaign transformed nightlife venues, usually closed during mornings, into vibrant social hubs for the elderly.

By flipping the “OPEN / CLOSE“ signs to “OPEN All Ages", nightclubs are transformed into elder-friendly spaces such as chess clubs, opera halls and more.

This initiative not only optimized the use of urban spaces but also addressed the social exclusion of the elderly population. It's a simple yet revolutionary idea: while young people enjoy the city's nightlife, the elderly can enjoy similar social experiences in these very spaces, but at a different time. This approach redefines urban living, fostering an inclusive environment where all ages can enjoy the city's offerings.

Strategy

The primary target audience of "Open All Ages" is Shanghai's elderly population, who often feel disconnected from the city's bustling social life. The approach was two-fold: firstly, to transform nightlife venues into elder-friendly spaces during the morning, and secondly, to create a sense of belonging and inclusivity among the elderly.

The strategy involved collaborating with nightlife venue owners to extend their operating hours into the morning, offering activities that cater to the interests of the elderly, like chess, square dance, and opera singing.

This approach ensured that the campaign was not only about providing space but also about creating meaningful, culturally resonant experiences for the elderly.

Additionally, by leveraging media and a mini-program for easy access to venue information, the campaign aimed to reach a broader audience, including the families of the elderly and the community at large, fostering widespread awareness and participation.

Execution The execution of "Open All Ages" involved a strategic rollout, beginning with partnering with over 1,700 venues across Shanghai. The implementation phase included rebranding these venues with “Open All Ages" signs and organizing morning activities suitable for the elderly.

The timeline spanned several months, with continuous efforts to onboard more venues and refine the activities offered. Campaign placement were distributed throughout the city for easy accessibility, such as outdoor building LED screen, public transportation placement, and poster placement in elder compounds, to impact the lives of over 5.4 million elderly residents in Shanghai.

The “Open All Ages” project even received news report that covers more target audience, attracted more and more businesses to join. The campaign also utilized digital platforms, including a dedicated mini-program, to facilitate venue discovery and booking, further expanding its reach and impact.

Results

"Open All Ages" achieved remarkable results, both in terms of social impact and media reach.

The campaign led to the participation of over 1,700 venues, providing new social spaces for more than 250,000 elderly residents, and the number is still increasing.

This initiative garnered significant media attention, achieving over 3.76 million impressions. The response from the community was overwhelmingly positive, with a noticeable change in behavior and attitude towards the elderly.

There was an increase in consumer awareness about the needs and inclusion of the elderly in urban spaces. Businesses such as KFC and Starbucks also introduces discounts for the elderly in the morning.

The government's endorsement of the project as an official long-term initiative further underscores its success and the profound change it has brought about in the community's perception and treatment of the elderly.