A1, The Bedtime Storytellers 

In Slovenia, the number of senior citizens living in retirement homes increases by one third every 7 years. Losing contact with the outside world can cause a decline in cognitive abilities and can lower self-esteem. With its legacy of promoting intergenerational cooperation, A1 Telecommunications Slovenia wanted to address this issue by cementing a bond between older and younger generations, improving cognitive abilities and creating a sense of purpose. We launched a nationwide program giving seniors in retirement homes an opportunity to reconnect with youth by becoming Bedtime Storytellers. Seniors read and recorded unique bedtime fairy tales on their mobile devices, creating a vast library of podcasts that were featured on a special website. Parents could access the library through Soundcloud, allowing the seniors' voices to lull their toddlers to sleep each night. The unforgettable audio experience even gave children a chance to thank the storytellers directly through the platform. In only 6 weeks, Bedtime Storytellers reached 30% of all Slovenian parents with toddlers, making seniors across Slovenia feel useful and integrating them back into society.