AIC takes on ageist stereotypes in celebratory photo campaign

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The Agency for Integrated Care (AIC) has launched a new campaign aimed at breaking the narrow, outdated portrayal of seniors in mainstream media.

Titled "Break the silver ceiling: one photo at a time", the campaign tackles ageist stereotype head-on by producing a digital photo repository that celebrates seniors.

It aims to ensure that older adults are not only seen authentically but portrayed with the dignity, complexity and diversity they deserve.

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"Break the silver ceiling: one photo at a time" is created in partnership with The Secret Little Agency. The photo bank contains 120 images of 40 seniors captured by renowned Singaporean photographers Aik Beng Chia, Amiera Raushan, Mindy Tan and Zantz Han.

The photos will be available at the campaign's website and will be distributed across Singapore through out-of-home billboards, media collaborations and partnerships with government agencies Ministry of Health, Mediacorp and SPH.

By working with national media outlets, government agencies and community organisations, AIC and The Secret Little Agency are taking a step towards dismantling ageism and creating a future where ageing is embraced, not feared.

“We often encounter limited portrayals of seniors. AIC’s 'One photo at a time' campaign challenges these stereotypes and encourages Singaporeans to rethink their perceptions of ageing, fostering a more inclusive and positive view of growing older and ageing well together,” said Eva Lim, director of the integrated communications and marketing division at AIC.

The campaign will culminate on 1 October in celebration of 'International Day of Older Persons' with a public photo walk installation featuring professional and user-submitted images at Tampines Hub.

The installation will honour the diversity and dynamism of Singapore's seniors, as well as highlight personal stories and everyday moments. Singaporeans are also invited to contribute their own photos to the digital repository.

"This movement isn’t about trying to make 60 the new 40. It’s about being 60 and proud of it. A simple Google image search or stock photo search reinforces such a myopic view of ageing. As an industry, we have to do better - we are perpetuating the stereotypes of ageing that exist in visual culture and as brand stewards, we have the responsibility to represent ageing in a way that is real, authentic, and true," said Nicholas Ye and Mavis Neo, co-chief creative officers, The Secret Little Agency.

“It’s time to remove phrases like, ‘she looks good for her age,’ from our collective vocabulary. The reality is that the over 60 today live full active lives, defined by more than just their age. By changing how seniors are portrayed, we change how they’re seen—and how we’ll see ourselves as we age," they added.

"Break the silver ceiling: one photo at a time" comes on the heels of AIC's "Boomer is OK" campaign.

The campaign featured active and inspiring seniors from sprinter Shanti Pereira’s mother and actor Jack Neo who are seen running a relay from Mountbatten to Siglap along a route spelling out "Boomer is OK" on the map.

The visuals were brought to life through a collaboration with Singaporean streetwear designer, Mark Ong, also known as Mr. Sabotage, who designed an exclusive, customised relay running tee for the race. Ong is known for his customised sneakers and designs, which have been featured on fashion platforms such as HYPEBEAST.

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