One of the projects on the Master Programme at Business & Design was to come up with a solution to the problem that some of the PRO associations for elderly in Sweden are loosing members. We performed research in Gothenburg focusing on two target groups: the elderly today and the elderly of the future.
 
Based upon this research we delivered a plan for PRO to be able to attract more members. We created a metaphor to better communicate that they are not raising more members by trying to force elderly to the association. Our suggestion for PRO was to be more receptive for ideas from the elderly people of the future. And by communicating with the future users of the PRO they communicate that the organization wants to help the members and not the other way around. Another good result by that is also that way the future members contribute to the future offer of the organization as well as they are part of changing the negative image that many people today have about the organization. PRO can be the platform where elderly of the future can fulfill their dreams and meet interesting people who share the same interests.
 
Today PRO has implemented several of our suggestions and we have had public speeches for their different associations.