SENJORO Social Campaigns
We are building a culture of positive ageing and believe it is shaped not only by providing support, but also by changing society’s perception of ageing. That is why our social campaigns effectively help challenge stereotypes about older adults, strengthen communities, encourage active ageing, and foster social connections. We invite you to explore the initiatives that have already reached thousands of people and inspired a more positive attitude towards ageing.
The (In)Visible Heroes of Seniors’ Everyday Lives
Have you ever wondered what happens when essential and demanding work remains virtually invisible to society? Care workers help create dignified ageing experiences for our loved ones every day, yet their voices often go unheard. To challenge this stereotype and highlight the true value of social care work, we joined forces with designer Agnė Kuzmickaitė.
Together, we created a unique clothing collection featuring the butterfly symbol—a sign of light and transformation—so that every care worker could feel pride in their mission. Genuine emotions captured during a special photoshoot with our team members were displayed on billboards across Vilnius. The campaign encouraged passers-by to stop and notice these everyday heroes without capes, while also serving as an open invitation for new team members to join meaningful social change.
Social Services Are More Than Just a Filter
Have you noticed that when families face the challenges of ageing, uncertainty often leads to rushed decisions? Many families choose drastic solutions, such as moving their loved ones into residential care prematurely, without knowing that there is an excellent alternative—social care services provided at home.
This campaign aims to close that information gap by increasing awareness of social services available to seniors and introducing practical solutions that help maintain quality of life while ageing. We hope this initiative encourages society to see professional care as a natural and valuable form of support that complements the care provided by family members.
To challenge the misconception that social services are only for lonely or seriously ill individuals, we placed powerful visual advertisements in city streets, transport stations, and shopping centres. The campaign highlighted how occasional acts of support often merely “cover up” the difficulties of ageing rather than addressing them effectively. QR codes integrated into the advertisements directed people to a practical guide on our website, helping them discover that professional support is accessible to many and is often partially or fully funded by municipalities. The campaign asks an important question: “Social services are not just a filter—they create real change. Maybe it is time to think about how to truly improve the ageing experience of your loved ones?”
Colourful Conversations Between Generations
When was the last time you spoke with your grandparents about something deeper than health, medication, or gardening? Often, younger and older generations do not lack willingness to connect—they simply need a creative prompt to move beyond everyday small talk.
The “Colourful Conversations Between Generations” initiative challenged the stereotype that seniors’ lives are dull and monotonous. Through vibrant and surreal outdoor advertisements displayed throughout Vilnius, we revealed the rich inner worlds of older people. By scanning QR codes, people instantly gained access to unusual conversation starters designed to spark meaningful dialogue. Our goal was to encourage conversations that help people see seniors from a completely different perspective and discover their remarkable personalities.
As part of the campaign, we also created and published a physical card deck called “Colourful Conversations Between Generations.” The cards help build stronger connections between generations, strengthen relationships, and inspire new discussions. The cards are available for purchase here: http://www.senjoro.lt/krautuvele.
We present this campaign with a simple reminder: “Your grandparents definitely have stories that will surprise you.”
Let’s Celebrate Your Age
What do we fear most when thinking about old age? Most often, it is the loss of independence, becoming a burden to loved ones, or social isolation. Society often assumes that old age is grey and that seniors gradually withdraw from public life. We believe otherwise: ageing can—and should—be colourful. The “Let’s Celebrate Your Age” campaign encourages seniors to believe that they not only deserve a positive ageing experience but can actively enjoy one.
The campaign aims to break the myth that asking for help is something to be ashamed of and to demonstrate that professional support does not take freedom away—it helps restore it. Through this initiative, we are creating a new image of ageing in Lithuania by showcasing happy seniors who attend cultural events, live comfortably, laugh often, and enjoy the company of others.
Four seniors receiving our services—Pranciškus, Valerija, Alfonsas, and Genovaitė—became the faces of the campaign. Their genuine smiles and playful illustrations appeared on streets, in print media, and across social networks. Their stories became a living reminder that age can be stylish, meaningful, and joyful.
