WARM-HEARTED

PROJECT
Bring stories to the elderly

STUDENT : TRAN MINH NHUT - SE172609

SUBJECT : SSG104
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EXECUTIVE SUMMARY
Our Warm-hearted campaign is an initiative to gather
participant tales and share them with senior folks. The
listeners are the elderly who reside in nursing homes or live
alone at home, while participants can be anybody who
volunteers to tell their own experience.
In addition to telling the elderly who are alone amusing
stories, our effort hopes to inspire our community's youth to
show greater concern for their parents and grandparents.

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INTRODUCTION
Warm-hearted is a small-scale non-profit sharing
campaign that brings together team members. The
campaign is expected to take place in District 9, Ho Chi
Minh City. The purpose of telling stories is to enhance
old living conditions and encourage young people to
pay closer attention to their elderly family members.

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BACKGROUND INFOMATION

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1. OVERALL
VIEW
The elderly population
is large in general and
growing due to
advancement of health
care education. But
their child become
more busy, they left
the elderly at home or
send them to the
nursing home These
people are faced with numerous physical, psychological
and social role changes that challenge their sense of self
and capacity to live happily.
Older adults who live feelings of loneliness (in 60% of
those > 75) and social isolation. Due to the fact that they
are more prone to experience situations including living
alone, losing friends or relatives, having a chronic
condition, and hearing loss.

2. IN VIETNAM

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According to research from the National Institute on

Aging (NIA), feelings of social isolation may increase
the risk of premature death in the elderly. In addition,
this has a level of risk on par with smoking, obesity and
inactivity in the elderly. According to a study published
in 2007, loneliness among the elderly can increase the
risk of dementia - Alzheimer's by up to 50%.
In addition, lonely elderly people are more prone to
depression, suicidal feelings and often four times the
risk of death in patients with heart failure.
Loneliness is also said to be an "invisible culprit" that
causes the elderly to experience chronic stress.
According to a 2015 study, loneliness in the elderly also

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increases stress hormone levels and impairs the immune

response. Scientists will take blood samples from study
participants to monitor the activity of genes related to
immunity and levels of the hormone norepinephrine.
Cole, a genomics researcher at the University of
California, Los Angeles, found that when elderly people
feel lonely, they often have significantly higher blood
levels of norepinephrine. That could explain all the
other immune changes that occur as older people
become less social.
Especially in Ho Chi Minh City, the busiest city in our
country. Young people devote all their time to their
work. That's why the elderly often have to stay home
alone or be sent to nursing homes.

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PROPOSAL
1. OUR RPOJECT ?

We are first-year students from FPT University.

Our Warm-hearted campaign is a non-profit project that
brings joy to elderly people who are alone at home or in
nursing homes. This project is inspired by the Friday
teatime activity of some senior students in my school.
The target of this project is the elderly people who live
in District 9 of Ho Chi Minh City that we know and the
elderly people who are currently staying at Nhan Ai
nursing home in Thu Duc District, Ho Chi Minh City.
The campaign started on the first of August, lasted for 5
weeks then ended in the middle of September.

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2. WHY DO WE CREATE THIS PROJECT ?

We realize that more and more young people are

engaged in work, so they don't care about the elders in
the house. That's why we organize this project to bring
joy to lonely elderly people, and also to remind young
people to understand and pay more attention to the
elderly around. surname. Through sharing our stories
and hearing the stories of others, we will be able to have
a more multi-dimensional view of life.

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3. HOW DOES IT WORK ?

Our campaign can be divided into two parts: Collecting
& Sharing
+Collecting
We collect little stories from friends or anyone
volunteering to share. These stories can be life
experiences, workplace stories or interesting stories
learned from books.
We note them and check if the stories are appropriate to
tell older people.
+Sharing
We visit the elderly in around 9 districts and Nhan Ai
nursing home to ask for their permission. Then we bring
these stories to them. Not only that, our team members
also take their time to hear interesting things or valuable
life experiences from the elderly we met.

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MARKETING ANALYSIS

Society is developing and at the same time, people's

quality of life is increasing day by day. Countless
community projects have been organized to solve real-
life problems such as environmental activities, helping
poor children, or helping start-up capital. But the
elderly are rarely among those who need help because
they often don't have material problems, so few people
can care about their mental health. So we realized that
a meaningful activity to bring joy to the elderly is
necessary to be organized. We don't think there will be
any competition.

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BENEFITS

1. FOR THE COMMUNITY

Spread good things along with positive energy to the

community. Young people who know our group's
actions can pay more attention to the elderly around
them and understand that they need to be loved. The
elderly, our target audience, can feel happier and more
in love with life through the small stories
we bring.

2. FOR US

We can feel joy and happiness when helping others.

moreover, we can hear very valuable experiences from
those who have gone before, it can help us to open our
minds and have a new outlook on life.

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MARKETING PLAN

Our target audience, our

potential impact, and the
most effective ways to
contact them will all be
determined by our
marketing approach. In
our situation, we want to
create a marketing
strategy to connect with
our target audience, show
our dedication and spread
enthusiasm within our
community about the mental health of the elderly using
social media sites like Facebook, TikTok, etc.

Firstly, we must define who we are targeting. Older

people have different tastes than younger people, so we
need to be mindful of the themes and content of the
stories being shared.
Secondly, we need the media for the project to reach
more people. So we need to create the necessary
facebook, zalo, tiktok, instagram accounts.

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Thirdly, we need to record videos every time we visit

and tell stories to our listeners to post on social
networking sites. Thanks to that, let those who really
care about this issue know what we are doing and enlist
the support of the community.
Finally, we need to get feedback from listeners and
participants to make the project even more complete
and effective.

It may not be a perfect strategy, but we hope that this

project will be a new wave in improving and enhancing
people's quality of life.

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CONCLUSION

This project aims to bring joy and improve mental health to elderly
people living alone. At the same time, we also hope that after our
action, more people will care about the mental health of older
people. Even when our impact is small, we hope it will make others
follow our effort to improve their quality of life.

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CATEGORY

Executive summary…1
Introduction … 2
Background … 3
Proposal … 6
Marketing analysis … 9
Timeline… 11
Marketing plan … 12
Conclusion …14

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