“She has been marinated in life experience. She is at the peak of her influence and power. She is committed to living fully and passionately in the second half of life, despite failures and false starts.” wrote Gail Sheehy, a famous American author of many books on life stages, about a typical 50 year old woman.
Women in their 50s are fascinating. They embrace the “joy of living in their fifties” and still have a lifetime ahead of them. These women don’t want to relive their 20s; they’re happy where they are. Feeling beautiful and empowered, with a wealth of experience behind them, they know what they like and what they don’t. They have the guts to go after their ‘bucket list’ and the money to make it happen. Their experiences have built their character, veiling them with strength and confidence. Since their children no longer live at home, they can afford to focus on themselves, concentrating on their careers and spending quality time with friends and partners.
Often, these women feel that media doesn’t give them what they really need or want. There is a lot of content available online, but nothing they feel an affinity with. They have a myriad of interests – travel, relationships, beauty, fashion, health, sports, home decoration, the list is long. If only there were a “go to” platform that speaks exclusively to them.
Introducing Victoria, an online platform coupled with a print magazine created by Procter & Gamble and dedicated to women aged 50 to 64. Victoria houses great content – articles, videos, forums, product trials – devoted to women in their 50s, laced with irony and wit that appeals to them. The website was first launched in Italy, and is now in Germany and Spain, with France and the UK coming soon.
So today, we need your help to get Victoria noticed by the right women. Procter & Gamble would like you to create a video that will excite and encourage women in their 50s to register on Victoria in their own countries.
Create an original and engaging video to show women in their 50s who are hungry for new discoveries, that every day is a day for new experiences on Victoria.
With a witty, ironic and positive tone of voice, create a video or animation to bring to life the Victoria platform, which has been designed to celebrate, entertain and inform women who are proud and happy to be in their 50s. Victoria celebrates new beginnings, not the beginning of the end. It’s an exclusive club for women who have the life experiences that will allow them to continually appreciate all that Victoria has to offer.
Remember, most life changes, even happy ones, are bittersweet and women in their 50s know this, instinctively dealing with it with humor and wit. We want real, genuine stories that show the tensions women overcome to make their 50s the best time of their lives – stories that are unexpected and memorable.
Victoria was designed for 3 different types of women in their 50s, each with her own journey, facing her own set of challenges. Please select one of the personas below, and create a Victoria video that she will want to share with her friends. In your entry, tell us who your video is for.
She is well respected at work, and her career remains a driving force in her life. However, she is sensitive to the physical changes she feels as she matures – graying and thinning hair, drier skin, sensitive teeth, and sometimes fatigue. As menopause approaches and brings its inherent challenges, she wants to conquer this, as she has done with almost everything else in her life.
She has patiently and expertly raised her children. Her husband’s role was to support the family and hers was to raise happy, healthy children, doing her best to ensure they got into good universities. She has plenty of energy and she’s used to a busy schedule, but is lacking a clear purpose now that the kids have left the nest. She’s hungry to fill the void by finding new hobbies and routines to keep her animated and occupied.
She has chosen early retirement. Because going to work every day has been part of what she has always done, even if she’s happy with her decision to retire early, there is a void she needs to fill. She goes from working life’s project mode to retired life’s self-discovery mode, as she adapts to her new lifestyle. She’s looking for a social cause, a sport, a cultural endeavor that she can plunge herself into, to rechannel her positive and abundant energy.
Regardless of which persona you select, the objective is to convey the fact that Victoria is an online platform and print magazine that offers content tailored to women in their 50s.
A little bit about the Victoria platform
On the website, there are 5 women who take you through content. They have names and pictures and feel very close to the audience, almost like friends. Through them, women can find useful information and tips about topics that matter to them and also join a community of like-minded people. Each country website is different, so the sense of shared culture and community is stronger. The way the articles are written is fun, lighthearted and witty. No hassle, it’s easy and entertaining. An exclusive 50s club we hope they will join (register).
The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.
Example of a good idea: Let’s take a look at Vanessa. She gets along with the younger women in her office who love her for the advice she gives and her experienced taken on life situations. After work, when they head for a drink, she doesn’t want to feel like she can’t keep up. Victoria online offers her a wealth of tips and advice that lets her be part of the group without needing to conform to younger peer pressures. At the same time, she finds a group of likeminded 50-something women at the office, and creates a “ladies who lunch” group.
- #1 Prize €12,000
- #2 Prize €5,000
- #3 Prize €3,000