Elderly Assistance
(NexGen 2017)

The Client:

Gym Tonic is an effective, evidence-based strength training programme that improves the functional abilities of the elderly.

Using advanced equipment and software, more than 2,000 elderly at 27 eldercare facilities have become stronger.

The Brief:

In Singapore, frailty amongst the elderly remains a largely overlooked problem. Contrary to popular belief, most seniors do not usually get enough intensity for muscle training from common activities such as brisk walking, tai chi, line dancing, etc. 

How do we change the beliefs these elderlies to look into strength training and to sign up with Gym Tonic?

Insight:

Although many government and community-driven initiatives aim to make everyday life easier for the elderly, it inevitably pervades the stereotype that senior citizens are frail and often in need of assistance.

So much so that the elderly may actually start believing this themselves.