#100 Words from Our Elders: a tribute to lexicographer María Moliner
Objective
Paying tribute to María Moliner and honoring older adults who have significantly contributed to society.
Solution
We launched an intergenerational campaign using words as the “currency” of exchange, aiming to raise awareness about older adults’ active role in society while encouraging new volunteers to join Grandes Amigos.
The 100 Palabras Mayores or #100 Words from Our Elders project unfolded in two stages: recording and companionship with seniors, followed by a digital campaign to amplify its impact.
Impact
We reached 789 older adults, raising awareness about loneliness and the challenges faced by older adults through outlets such as Onda Cero, La Vanguardia, Europa Press, and RTVE. The initiative also garnered support from influencers like Julia Otero and was featured on Informativos Telecinco.
This project isn’t just about collecting words. There’s a deeper issue. For older people, it’s increasingly hard to find someone to share their stories with. They carry themselves with a remarkable sense of dignity and optimism, greeting the world with a smile when they open their doors, even in the face of their loneliness. The real problem lies with us—overlooking a vibrant and valuable social network at our fingertips. Thankfully, Amigos de los Mayores is here to remind us just that.
