PLAN24 is a Slovak platform focused on education and awareness around andropause in men over 50 and their partners.
The goal of the project was to raise awareness of a topic that is still often considered taboo, encourage men to live an active and healthy life after 50, and introduce a book and journal as practical tools to help them navigate change while maintaining energy, motivation, and overall wellbeing.
Our objective was to create a comprehensive communication and content strategy covering creative concepts, content creation, social media management, competitions, workshops, and website optimisation to improve clarity and user experience.
At the beginning of the cooperation, we defined the primary target audience as men aged 45 to 65, with women as a secondary audience who could support the men in their lives.
We then developed a creative concept focused on education, breaking the taboo around andropause, and offering practical advice.
A key part of the communication was introducing the book “How Not to Drop Dead After 50” and Hačo’s Journal as tools for planning life more intentionally, staying motivated, and finding support through authentic storytelling and humour.
Visually, we worked with the contrast between life without PLAN24 and life with it, showing the transformation of a man from passivity to greater activity, energy, and satisfaction.
The campaign included social media management across Instagram and Facebook, where we published educational content. We used playful and contrasting visual formats such as Before/After concepts, practical guides for men, and content that made a serious topic easier to approach.
Part of the solution also involved improving the website to make it clearer, more user-friendly, and better suited to supporting sales of the books and journals.
Competitions and online challenges were added to encourage greater community participation.
The campaign increased awareness of PLAN24 publications, reached the target audience, and supported the growth of a community of men and their partners.
Customers gained a clear and motivating framework for navigating life after 50.
The website became easier to use and more intuitive, while social media delivered strong engagement and community interaction. Sales of books and journals increased thanks to a combination of education, engaging visuals, and effective call-to-action communication.
PLAN24 successfully combines awareness, motivation, and practical tools to help men over 50 feel more confident and better prepared for the next stage of life.
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