Polish economy, society and families are facing a variety of challenges, among the most urgent is addressed by DługoWIECZNI campaign. In the programme Gazeta Wyborcza touches on the key issues related to seniors and their families: health, society, physical activity, senior policies, technology, silver economy, lifestyle. The campaign is designed to help seniors, suffering from illnesses and lonely, who often feel not needed or left out.
The creators of DługoWIECZNI wish to make old age an important and permanent topic of public debate and ensure that seniors receive proper care and have the sense of security, equal opportunities to pursue their passions, be active and fully benefit from culture, such as cinema and theatre.
In 2017 the campaign was conducted through: a series of articles in the national and local sections of Gazeta Wyborcza and its magazines, a local supplement entirely dedicated to senior themes, and a special internet website Wyborcza.pl/Dlugowieczni. Nationwide outreach through Gazeta Wyborcza and its supplements ensured the campaign would be visible to the public across the entire country.
Published materials covered the themes of: situation of seniors in Poland against other countries, seniors activity and volunteering, Emergency Health Information Card, integration between generations, Pharmacy for Seniors campaign (including advice on optimizing medication and minimal supplementation), A senior care services guidebook was also developed. In 2017 partners of the campaign included Marshal Office of Silesian Voivodeship.