On October 4, the Double Ninth Festival coincided with the National Day holiday. To invite more young people to pay attention to the inner needs of the elderly, Dajia Insurance Group continued the theme of “Chongyang Festival, not out of this world” the last year, and cross-border comedy IP Happy Twist launched the creative micro-film “The Planet Doesn’t Walk Alone”, practice the “active concept of aging” and help a new generation of seniors move forward, not not be in contact with society and not with one’s parents. At the same time, the theme of the #Festival in Chongyang is not out of place # was launched simultaneously online and offline public assistance activities for the elderly were carried out in many locations across the country .
Cross-border Happy Twist launched the micro-film “The Planet Doesn’t Walk Alone”
Dajia Insurance and Happy Twist launched the retirement fantasy micro-film “The Planet Doesn’t Walk Alone”, boldly selecting the future time of 2084 to begin the storytelling. In the short film, the moon became a habitable planet and the lunar sojourn became popular.
The microfilm starts from the family scene of three generations of a family who get along, and tells the turning point with the “stay on the moon” of his 60-year-old grandfather. In the tech-savvy DaJieyue retirement community, its setup and services can be described as “unthinkable, but not impossible.” Gymnasium, Interstellar Games, Moon Reading Day, UFO Driving School, Moon Community Mahjong Hall … A wide range of aged care activities constantly refresh old knowledge. Frequent switching of multiple scenes has shattered most people’s perception of aged care and stereotypes. .
The “old man of the new vitality” who dared to pursue self-esteem in the microfilm, along with the humorous and absurd narrative of Happy Twist, impressed the audience and aroused much reflection. The new generations of seniors have a positive view of aging, they do not accept the old, they do not recognize the old and “they are not out of this world”. They live worthy and dignified lives, at the same frequency as society and at the same frequency as their children.
Through cross-border cooperation with Happy Twist, Dajia Insurance aims to deepen the connotation of “Chongyang Festival, not out of this world” in witty narrative: breaking the traditional definition of an aging society and encouraging active seniors to pursue a valuable second ” life “”, arguing that parents should not be strangers to society, children should not be strangers to their parents and should be more accompanied and understood.
Connect online and offline to explore new models of old age care and support for the elderly
In conjunction with the release of the short film, DaJia Insurance launched a thematic activity of “Chongyang Festival, not out of touch” on Weibo. The topic was forwarded and interacted by many media and companies such as Daily Economic News and Happy Twist, which aroused the attention and heated discussion of most netizens. Through the thematic guide, more people paid attention to the spiritual world of the elders. Dajia Insurance has also introduced new ideas for the pension industry through in-depth discussions on pension issues, so that the whole society pays more attention to the elderly.
Offline, DaJia Insurance took the Double Ninth Festival as an opportunity to partner with the China Charity Federation to carry out a range of public assistance activities to help the elderly, such as family guard training, everyone’s dream plan and l love of all, so as to spread the knowledge and skills of care for the elderly and enrich the spiritual and cultural life of the elderly. More than 2,000 seniors across the country are expected to benefit. The event runs from the end of September to the end of December.
According to data reported by the National Health and Medical Commission, around 2035 the elderly population of my country aged 60 or over will exceed 400 million, entering a phase of serious aging. In the context of an increasingly elderly population, society still generally defines the Double Ninth Festival as the “Day of the Elder”, which supports the respect and love of the elderly. However, the new generations of elders have new concepts, they generally do not consider themselves elders, in their hearts they do not want to celebrate the “day of the old”, they do not accept the old and they do not recognize the old.
In 2021, Dajia Insurance proposed the concept of “Chongyang Festival, not out of this world”, focusing on the issues of “intergenerational integration” and the “digital divide” of the elderly, arguing that the elderly should not be outsiders to society, and their children should not lose contact with the elderly at home. This year, Dajia Insurance has continued this theme, making it more energetic and active and focusing more on the new retirement values of uncompromising love for the life of the elderly. At the same time, from the point of view of young people, it reminds the new generations to understand more the real needs of the elderly, to respect their choices, to emphasize the importance of family company, to revisit the label of “elderly” and to help the elderly to start a wonderful “second life”.
Older people need more attention from all of society. Everyone Insurance has always paid attention to the inner needs of the elderly, supported the establishment of a “positive view of aging” and stressed the importance of family companionship and social value for the elderly. Through the series of activities of the “Chongyang Festival, not out of this world”, it is hoped that public awareness of pensions will be updated iteratively. In terms of values, it is hoped that the elderly do not lose contact with society; in terms of family values, it is hoped that the new generations will not be in contact with the elderly.
Since its founding, DaJia Insurance has always considered pensions as the main strategy of the group, launched a professional pension brand “DaJia’s Home” and completed the layout of three pension product lines in China, namely “City Heart Medical Care” , “Sojourn Recovery” and “Home Care”: 5 high-quality continuous care and aged care communities were built in Beijing’s 3rd East Ring, 2nd South Ring, 2nd West Ring, in the historic city center of Nanchang and in the center of Tai’an Road in Tianjin; Project; in Beijing No. 33 Foreign Affairs Street, Xinhua News Agency Huangtingzi Discovery Home Care Center, which provides high quality aged care services for over 2,000 seniors. Everyone Insurance will work with industry and society to build a system of aged care services that is safe, free, happy and loving, so that seniors can be “supported”, “confident” and “happy” in old age .
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