The action was to attract public attention to the problem of loneliness of the elderly. "Action Call Parents" had the nature of social advertising to create awareness.
Hundreds of volunteer centres distributed colorful booklets, flyers and leaflets to the 17790 inhabitants of the area urging them not to forget the true values of life - communicating with parents, the older generation. To give the message social posters were placed in urban transport routes. Senior citizens received greetings, gifts and balloons from the organizers of the rally.
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