Mayores Amigos (Senior Best Friends)

What happens when you bring together two groups experiencing unwanted loneliness? You create a solution as simple as it is powerful. "Mayores Amigos" is more than a campaign; it is a bridge between worlds, proving that the deepest connections are timeless and that affection knows no age or species. We gave senior dogs a better chance at finding a home and brought healthcare benefits to care home residents.

VML Health Spain Mayores amigos Short version Subtitled

The campaign was born from the conviction that companionship between people and animals is not only an emotional experience, but also a tool with a real impact on quality of life.

Mar Grego

VP & CEO of LETI Pharma

Two significant, often-overlooked social issues exist in parallel: loneliness experienced by many elderly people living in nursing homes, and the plight of senior dogs in shelters, who face the lowest chances of adoption. Both groups are need of companionship and a sense of purpose. The challenge was to find a single, scalable solution that could meaningfully address the emotional healthcare needs of both seniors and older animals, creating value and visibility where it was needed most.

The campaign was born from a simple, powerful conviction: the companionship between people and animals is a transformative tool that has a real impact on quality of life. We were inspired by the human need for connection and the understanding that for a senior dog, unwanted loneliness is not having a family, a feeling mirrored by many elderly residents. This emotional parallel sparked the idea to unite them, creating moments of pure, unfiltered affection that brings a healthier life, activity, and joy back into their days.

We created "Mayores Amigos," a heartfelt initiative connecting nursing homes with local animal shelters. The core of the project is the digital platform, www.mayoresamigos.com, a simple search engine that allows care centers to easily "make a match" with nearby shelters to coordinate visits. To make the encounters even more special, we created a "Mayores Amigos Kit" with matching apparel for the residents and dogs, tangibly uniting them as senior best friends and creating a beautiful, shared identity.

The initiative launched with a moving video documenting real encounters, generating immediate emotional impact. The campaign successfully created a scalable model for connection, with participating nursing homes like María Auxiliadora committing to making these visits a regular activity. By increasing the visibility of senior dogs to residents, families, and staff, we expanded their chances of finding a forever home. The campaign continues to grow through a targeted social media push, amplifying the message that companionship has the power to improve health and change lives.