Doro Smartphones raises the Tech gap with which seniors are faced

Studies show that 91% of the older adults (65 years), although they now have smartphones, find many, but they still find them confusing and difficult – often assigned to younger family members for digital support. Against this background, the Swedish smartphone challenger Doro illuminates the absurdity of giving older relatives smartphones that are not designed for their specific needs.

A current international study on consumers Telephone habits shows that most older adults are now using smartphones in important European markets – and the advantages are undeniable. In addition to relatives, say that smartphones help their older relatives to be connected, share moments through video calls and photos and ask for help in emergencies. But there is an underlying contradiction: While smartphones enable the connection, they also introduce complexity. Many seniors face challenges that navigate updates and settings, worry, press the wrong or to use certain apps and functions. It may not be a surprise that 54% of supportive relatives say that they help a loved one at least once a week with digital tasks – and reveal an often overlooked truth: smartphones are not always wise for everyone.

“Smartphones have become essential – but everyone is not built for everyone. This study confirms what we often hear: Many older adults feel back from technology.

In Doro's latest campaign for his new Aurora smartphone range, the brands humorously illustrate the absurdity of giving older relatives that do not suit them – such as a vegan mother, a fur coat or an Italian Grandad – and draws a parallel to smartphones that are not built with their needs.

“We liked the idea of ​​using universal truths to emphasize how absurdly it is to give someone something that is clearly not done for them. It is funny – but also obviously – how absolutely it is to hand over a device that does not meet their needs that does not meet their needs,” says Mads Schmidt Hansen, Senior Creative at Nord DDB Copenhagen.

The new Doro Aurora smartphones are designed with intuitive, user-friendly functions that meet both the users and for their support network. The most important highlights include physical call/home buttons, a notal arm system with GPS, improved clarity, a simplified interface and remote access for family support.

The campaign is carried out in OLV, social media and display in Great Britain, Germany, France and Sweden.

Further work from Nord DDB can be found here.