Over the years, we’ve seen so many ageing initiatives come and go that it’s hard not to be cynical.
So it was with great fanfare on centre stage at the recent Cannes Lions International Festival of Creativity, that Merck Consumer Health announced its WE100 initiative designed to address the growing challenges of rising life expectancy and ageing.
Sounds fantastic, doesn’t it? The promo video is full of promise. Great message.
According to their press release on the Consumer Health website, Merck is apparently forging ahead with its own WE100 programs including Healthy Hour, co-creating school curriculum with governments for schools in countries where life expectancy needs to catch up; and We4You, mobilizing the Merck workforce to volunteer and work with the elderly on relevant topics such as digital crash courses, restarting their professional life, cognitive maintenance, and avoiding accidents.
It’s been a month since the announcement and ‘We 100’ is virtually invisible on the Consumer Health website (except the press release above) and more worryingly perhaps, it is also absent from Merck’s corporate website. Not in the ‘Newsroom’. Even a search of the site reveals ‘No results’ for the term!
I truly hope this is not another ‘flash in the pan’, one of those great ideas promoted by a keen executive but which fails to get the rest of the company fully behind it.