Help the third age

Two gorgeous ads from Comune di Siena, the beautiful city in Toscani, Italy.  

Their purpose is to encourage to respect and help the elderly. It reads:

“Fragile. To protect and help the third age. Call 800 300 300.” 

http://osocio.org/message/help_the_third_age/

We found this advestisment very ingenious  it comically refers to the elderly as a "fragile object" that needs to be protected by a "robust packaging.