The new pro-age campaign is a call-out to the advertising industry to turn around their ageist attitudes to older Australians.
The new pro-age campaign is a call-out to the advertising industry to turn around their ageist attitudes to older Australians. Lumen

Pro-age campaign turning over 50s from invisible to visible

FIGHTING back against everyday ageism, a new Australian campaign is aimed at changing how advertising present older Australians.

The campaign features men and women, all aged between 50 and 65, naked and holding placards with slogans aimed at the ageism they've experienced, including: Grey hair don't care, Nobody puts Granny in the corner and It's our time to be seen.

The dating app Lumen is leading the campaign which is calling on advertisers to change how they portray older age groups.

Because over 50s should never be made to feel invisible.
Because over 50s should never be made to feel invisible. Lumen

Charly Lester, co-Founder and CMO of Lumen said people aged over 50 think advertising aimed at them needs to change.

"It should be a real wake-up call to the industry about the 'everyday ageism' all around us," he said. "Not only is it a case of under-representation, but heavily edited images are making older people feel like it's not okay to be themselves.

His call-out to advertisers is to show older Australians as attractive, funny and real people they are.

"Just because you're aged 50+ doesn't mean you can't be sexy and have a little fun," Mr Lester said.

New UK research reveals that almost about 86 per cent of over 50s think advertising targeted towards them needs to change.

Over half (51%) think there's too much airbrushing and over a third (36%) say the models look plastic.

Furthermore, around a third (30%) say that models and celebrities are made to look younger than their actual age and a similar amount (36%) say that there's too much emphasis on the downsides of getting older.

Fashion (57%) was identified by over 50s as the sector that most gets it wrong, followed by beauty (42%), health and wellbeing (36%) and travel and leisure (30%).

Overall a third (31%) of the over 50s think that advertising is ageist. 


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