Brand - Vayah Vikas is a not- for- profit organisation based in Bengaluru that is driven by the philosophy of "by the seniors, for the seniors, of the seniors". The platform is focused on giving older adults charge of their wellness & well-being & opportunities for productive engagement, so that they can build dignified lives. Our aim is to brighten your growing years, making it more fulfilling.
Team - Vibin
To build a communication strategy for Vayah Vikas that clearly communicates how it bridges the gap between seniors and the resources, services, and opportunities that enable them to lead independent lives with dignity and meaning.
Story - The story depicts how, in old age, one often feels alone and isolated after having achieved all of life’s milestones. Observing this, old root trees decides to create a bridge together, using their roots to help others reach the other side, where the wish tree stands. The wish tree grants whatever one desires. Once their own wishes are fulfilled, they are empowered to help make the wishes of others come true.
Idea - After studying the brand, we realized that Vayah Vikas serves as a bridge between elderly people and the various resources they may need, such as entertainment, legal advice, healthcare, and more. They act as a bridge, helping the elderly access what they seek. We drew inspiration from the root bridges of Meghalaya, where the community nurtures and builds these bridges over time with care and dedication, often across generations. Similarly, we crafted the brand story around this concept, allowing Vayah Vikas to communicate its mission in a meaningful and unique way.
Problem
Help Age India's Study on Aging Nation 2018: “ 47% of elderly reported experiencing loneliness at times, While 6% said they felt lonely most of the time”. As per 2021 the percentage has gone up to 61%
Insight - Lack of fulfillment
Fulfillment can provide a sense of fulfillment, direction, and engagement in meaningful activities, which can contribute to overall well-being and reduce feeling of loneliness.
When individuals have a purpose, they often have goal to pursue and connection with others who share similar interests.
What are we solving?
How might Vayah Vikas become the voice of older citizens,empowering them to lead fulfilling lives, with sense of belonging, and live actively, dignified, and enriching lives?
Vision
"To create a society where every senior citizen leads a fulfilling life, embraced by a supportive community, and empowered to live actively and with dignity."
Mission
"Our mission is to be the voice of senior citizens, empowering them to discover fulfillment, find a sense of belonging, and live enriching lives through collaboration, resources, and advocacy. We strive to be a bridge between senior citizens and the community, facilitating opportunities and support for their active and dignified aging journey."
What are we doing?
“Being a Bridge”
Building Foundation
Values
Building on Foundation
Attributes
Bringing Sage and Everyman Together
Taker becomes Seeker and then Giver
