Singaporean ‘boomers’ defy prejudices in opposition to ageing in touching marketing campaign | Information

The Company for Built-in Care (AIC) in Singapore has launched a marketing campaign to problem ageism and redefine the notion of contemporary ageing in society. 

Created by The Secret Little Company and named “Break the Silver Ceiling”, the marketing campaign addresses how age discrimination is a widespread difficulty, with 86.4% of individuals in Southeast Asia affected.

In Singapore, about 47% of people over 55 really feel they’ve been handled unfairly as a consequence of their age, contributing to detrimental self-perceptions and stopping seniors from main fulfilling lives. 

The marketing campaign contains a relay the place 5 seniors, who’ve confronted ageism in numerous types, come collectively to run a route spelling out “BOOMER IS OK,” difficult the dismissive phrase “Okay Boomer.” 

These seniors embody former police officer Adam Abdul Rashid (66 years outdated), nationwide athlete Shanti Pereira’s mom Bridget Jeet Pereira (63 years olds), Staff Robust Silvers members Victor Chan (71 years outdated) and Ngai Hin Kwok (74 years outdated), and movie director Jack Neo (63 years outdated).  

As a part of the marketing campaign, AIC additionally collaborated with Mark Ong, often known as Mr Sabotage—a famend Singaporean streetwear designer. Identified for his work on the street vogue scene with the likes of Hypebeast, Mr Sabotage designed an unique relay working tee for the senior members, mixing fashion with the marketing campaign’s message. 

“AIC’s Break the Silver Ceiling marketing campaign requires a brand new, constructive narrative on ageing by tackling ageist stereotypes,” mentioned Eva Lim, director of the built-in communications and advertising and marketing division at AIC. 

“It’s a name to motion, encouraging Singaporeans to redefine what it means to get older.” 

“This marketing campaign is a celebration of resilience, energy, and the limitless potential that comes with age. Our seniors aren’t simply difficult prejudices; they’re redefining the narrative round ageing in Singapore. ‘Break the Silver Ceiling’ is a name to motion, urging everybody to embrace a brand new mindset and acknowledge the extraordinary capabilities of older adults,” mentioned Mavis Neo and Nicholas Ye, co-chief inventive officers at The Secret Little Company

The marketing campaign will run from 9 January to five February 2024 throughout numerous digital and social platforms. The general public is inspired to take part in a TikTok problem beginning 15 January and be part of a public stroll on 28 January 2024 to assist the trigger.