Live till 80

Challenge

Mongolian men live to 66 on average — a full 9.5 years less than women. More than half (52%) of Mongolian men die before 60, during their working years, with a negative impact on society.

That men die of preventable causes points to a lack of awareness and health knowledge. The shortage of physical and mental health education, and of social and health services designed for men, needs to change.

Solution

By giving Mongolian men knowledge and information, the campaign sets out to:

• Reduce men's fear of growing old

• Help them picture and plan for a long life

• Provide knowledge, information and guidance for living longer

• Show that men can live long, healthy lives

Motivating content that helps men look after themselves and choose prevention is created for the target audience and shared nationwide, building knowledge little by little over the long term.

Objective

“Live till 80” — a long-term CSR information campaign that aims to raise the average life expectancy of Mongolian men.