# Styrofoam Packed Seniors The Comune di Siena Ads Fail to Create Respect for the Elderly By Katherinev123 | Published 2009-11-04 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/comune-di-siena-ad References: [copyranter.blogspot](http://copyranter.blogspot.com/2009/11/make-sure-you-pack-up-your-seniors.html) & [osocio.org](http://osocio.org/message/help_the_third_age/) The Comune Di Siena Ads shove senior citizens in a box of styrofoam packing peanuts and have their faces eerily peeping out. The advertisment’s goal was to remind the younger generation to [treat their elders with respect](https://www.trendhunter.com/trends/longevity-serum). The Comune Di Siena Ads by the advertising agency Milc may have been trying to do a good thing, but I don’t think labeling senior citizens the “third age” and calling them “fragile” will do the trick. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 32% | Activity: 63% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What's Driving This Trend - **Elderly Respect Campaigns:** There is an opportunity for disruptive innovation to develop more effective advertising campaigns that promote respect for the elderly. - **Alternative Messaging Techniques:** Exploring alternative messaging techniques can lead to disruptive innovations that resonate with the younger generation and successfully promote respect for the elderly. - **Empathy-focused Advertising:** Creating advertising campaigns that focus on empathy and understanding for the elderly presents an opportunity for disruptive innovations in promoting intergenerational respect. ### Who This Affects Most - **Advertising:** The advertising industry can explore innovative approaches to develop campaigns that effectively promote respect for the elderly. - **Marketing:** In the marketing industry, disruptive innovations can be developed to create messaging strategies that resonate with the younger generation and encourage respect for the elderly. - **Social Services:** The social services industry can utilize disruptive innovations to develop campaigns and initiatives that foster intergenerational respect and understanding. ## Related on Trend Hunter - [Pro-Aging Campaigns](https://www.trendhunter.com/trends/give-us-the-finger.md) - [Vegetable-Themed Condoms](https://www.trendhunter.com/trends/the-rise-of-horticulture.md) - [Honest Senior Living Campaigns](https://www.trendhunter.com/trends/in-their-own-words.md) - [Ageism-Targeting Language Campaigns](https://www.trendhunter.com/trends/aging-index.md) - [Boomer-Focused Voter Advertisements](https://www.trendhunter.com/trends/groom-a-boomer.md) - [Wild Granny Campaigns](https://www.trendhunter.com/trends/your-grandmas-energy-drink.md) - [Enriching Senior Initiatives](https://www.trendhunter.com/trends/ogilvy-shanghai.md) - [Youthful Ice Cream Campaigns](https://www.trendhunter.com/trends/breyers-carbsmart.md) - [Senior Safe Sex Campaigns](https://www.trendhunter.com/trends/fcking-old.md)