Splendid Senior Games

two birds with one stone

Open Rootsbook

Senior citizens. A target group that is decidedly unhappy about being classified as such, if age is the only selection criterion. Despite that reality, the organisers recently asked c-roots to try to get this group warmed up for the Splendid Senior Games. Our objective: use these Games to give an identity that baby boomers will recognise. One that they are willing and able to identify with. Because these days, the post-war generation wants a lot more than just to sink passively into what is demographically inevitable.

Whilst in the past elderly people would often gradually fade into inactivity, nowadays there are legions of baby boomers who live their lives to the full. As they’re energetically entering the Third Age and embracing it, their focus is on an active, happy and healthy lifestyle. Their interests are no longer constrained by age, they can be typified with keywords like passion, inspiration and individuality. And they’re a headstrong group too.​

Amsterdam will host the Splendid Senior Games next year for this group of baby boomers. A sporty and dynamic spectacle for all (senior) ages. This event includes more than ten different sports and offers a daily, varied dose of entertainment. Focus will be on knowledge transfer, culture, food and drink. The general theme is an active, happy and healthy life.

This presented c-roots with the chance to kill two birds with one stone, so to speak: to develop the identity for a big event and the chance to approach a critical and tricky target group in an appealing way with due consideration for the reality.