Qida is a company for the home care of elderly and/or dependent people. Instead of focusing only on the final phase of the service, we focused on positioning the key moment of decision-making (leading to the call).

Our goal was to de-dramatize the decision making, which in many families represents a taboo. We convinced Qida to normalize it and to disassociate its service as something to be used only when the dependency is high; on the contrary, we presented this moment as an opportunity to improve their quality of life and bring forward the moment to hire Qida. To do so, we maintained a natural, casual, sincere and empathetic tone.