WHAT IS AGEISM?
Ageism is the prejudice, discrimination, and stereotyping against seniors based on their age.
METHODOLOGY
Interviews | Survey | Social Listening | Secondary Research
AGEISM IS ROOTED IN FEAR
People are afraid of getting older.
The most common perceptions associated with aging are:
Physical breakdown of the body and being less mobile
Decaying brain functions, like memory loss
Losing loved ones and dying
In reality, 65% of people 60+ reported being happier, less stressed, and more secure in old age.
THE MIDLIFE CRISIS IS THE MOST ACCEPTED FORM OF AGEISM
It has become a cultural punchline.
THESE JOKES STEM FROM FEAR
People associate midlife with getting stuck in a routine, losing sight of your goals, and becoming irrelevant.
MIDLIFE IS VOID OF MAJOR MILESTONES
Your 20's are about graduating college, getting a job, and getting married. Your 30's and 40's are about buying your first home and having children. Your 60's are the beginning of your golden years. There are cultural benchmarks through every decade of life, except during midlife.
IN REALITY WE'RE MORE INDEPENDENT
People talk about financial security, being comfortable with who you are, and truly having the freedom to do what you want during midlife.
PROBLEM
People think there are no fun decisions left in midlife. There is a perception that the things you want to do are pushed aside for the things you have to do.
INSIGHT
Fear of getting older culminates in midlife, but thats when you actually have the most control to change your situation.
SOLUTION
MIDLIFE HAPPINESS INDEX
An online tool that calculates happiness and sense of fulfillment.
Users rate themselves on a scale of one to ten in seven key areas: work, family, friends, sleep, exercise, hobbies, and yourself. After receiving a score, they are directed to options to help improve their Midlife Happiness Index (MHI), learn more about the MHI, and are encouraged to share their results.
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We developed a creative idea to introduce MHI to the world and drive back to the microsite.
CREATIVE CONCEPT
"In Memory Of"
Paying our respects to the things midlife has abandoned through obituaries.
PRINT + OOH CAMPAIGN
Articles to run as obituaries in newspapers.
Billboards to be displayed on major highways.
WHY THIS WORKS
The fear of aging culminates in midlife.
By narrowing our focus to midlife we're able to start a conversation by addressing the most accepted form of ageism.
This project was done in partnership with the VCU School of Gerontology and the VCU Brandcenter.
TEAM:
Mishaal Abbasi (Strategist)
Stuart Good (Strategist)
Christin Johnson (Strategist)
Andrew Vessels (Strategist)
© Mishaal Abbasi 2020
Work is SPECULATIVE