I was part of the pitching team for Centre for Ageing. Where we were asked to create a movement that challenges ageism in the UK, where 1 in 3 people are ageist and empowers 50+ year old crowd to embrace older age.

After lots of ‘if you’re lucky you will get old’ musings, we coined the term Age Love for our movement. A term that didn’t romanticise or exaggerate age but inspired compassion, admiration and care for this group instead.

In a series of OOH’s we demonstrated the grounded and realistic side of ageing in today’s society. Subverting statements used to describe older people and pulling out the reality of getting older like a dodgy shoulder. This approach meant we could create humanising and pointed executions to promote the age love concept.