Xbox: Beyond Generations
Loneliness among the elderly is on the rise, with a million older people going over a month without speaking to anyone, according to Age UK. Yet gaming amongst the younger generation is on the rise, with people using Xbox as a tool to connect, socialise and maintain friendships. We wanted to shine a light on the relationship-building potential of modern online gaming and help bridge the generational divide by enabling the young and old to reconnect.
Beyond Generations Film: Howard and Dhillon
Beyond Generations Film: Mary and Jason
Beyond Generations Case Film
The majority of the elderly population doesn’t own consoles. We helped empower young gamers to gift their old consoles to the elderly people in their lives. ‘ReBoxing’ Kits were made available to download online. It had everything needed to get an old console ready and made it super simple for an elderly person to set up.
A ‘what’s in the box’ page acted as both a checklist for the sender and a handy contents list for the recipient. Paper tags could be cut out and affixed to each component, informing and instructing the elderly person on its use. And it was all topped off with a greetings card to write a personalised heartfelt message for their grandparents.
To connect generations, Xbox facilitated a seamless gifting initiative aimed at young gamers upgrading to the new Xbox Series S. By streamlining the donation process, we inspired players to pass down their old consoles to their grandparents, turning unused tech into a powerful tool for fighting senior isolation.
