SUMMARY
In the media, aging is often shown as decline or something to resist. We started by researching how adults 45+ actually experience aging by conducting interviews, probes, quote testing, and surveys. We discovered that many view aging as a journey of resilience, identity, and personal growth. However, they rarely see themselves reflected authentically in the media. This revealed a major disconnect between real experiences and the way aging is portrayed.
challenge
Adults 45+ don’t want to be told to “resist aging” by industries obsessed with youth. Through our research, we found they want real, honest stories that reflect what life is actually about, which is growth, change, and sharing wisdom. They see aging as a blessing, not a burden, and want media that acknowledges that truth. This revealed a clear gap: they need representation that gives them a voice, values their experiences, and reflects their reality.
Outcome
Our project turned into a campaign that platforms adults 45+ with voices. It’s umbrellaed under two parts: Wisdom in the Wild, which captures real reflections from people 45+ about aging, identity, and personal milestones. These unscripted interviews bring an authentic perspective to the heart of the campaign. Aging Out Loud transforms those quotes into a poster campaign, celebrating aging publicly and unapologetically. What makes this unique? It combines street art and documentary style storytelling, which is rarely seen in age positive marketing. It doesn’t just speak to the demographic, it’s made with them, from their voices.
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