Case Study: Vollpension raises global awareness of old age poverty with Grayling

Vollpension raises global awareness of old age poverty with Grayling, reaching 190M online

Grayling Austria partnered with Vollpension to tackle the challenge of raising global awareness about old age poverty. The goal was to break down barriers between generations and bring attention to this important issue on an international scale.

The solution implemented by Grayling was the #bakeagainstpoverty campaign, which transformed senior citizens into ambassadors and created an inter-generational community through baking classes. With no budget, Grayling executed targeted media outreach, resulting in significant impact: the campaign won 10 industry awards and achieved a reach of 190 million via online media, 135 million via TV and radio, and 9.3 million organic social media impressions.

Vollpension