Beloved Chilean Anchor Returns to the Small Screen for Las Rosas Foundation Campaign

While a great part of society associates being elderly with ideas of decline and disgrace, Las Rosas Foundation recently collaborated with Chilevisión - one of the main TV channels in Chile - to bring back Javier Miranda, iconic and legendary Chilean anchor.

On the National Day of the Elderly, in a touching transmission of their prime news show, the famous anchor demonstrated that the elderly could still actively contribute to the life and economy of society.

“According to the World Health Organization, life expectancy of Chilean people is the highest in Latin America and by 2030 this part of the population will exceed the number of youth” said José Ignacio Solari, CCO of McCann Santiago. “Society is changing and that’s a relevant issue and with Las Rosas Foundation we created a campaign that could be used to raise awareness about the skills of the elderly and their value to the economy.”

The campaign had a great impact in local media and public opinion, social platforms, networks and managed to be the #1 trending topic in Chile and #7 globally. The fundraising campaign collected around US$ 2,600,000 with new members and more than 2,200 elderly people have medicine, good nutrition, and a place to call home.