AIC takes on ageist stereotypes in celebratory photo campaign

The Agency for Integrated Care (AIC) has launched a new campaign aimed at breaking the narrow, outdated portrayal of seniors in mainstream media.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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It is also in support of Age Well SG, with the aim to support seniors to age well in their homes and their communities by ageing actively, staying socially connected, and be cared for within our communities.

"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 used in out-of-home billboards and media collaborations across Singapore.

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, celebrating the 'International Day of Older Persons' with an exhibition featuring photographs of seniors at Our Tampines Hub.

This six-day exhibition honours the diversity and dynamism of Singapore’s seniors, highlighting personal stories and everyday moments.

In addition, a photo contest held from 21 August to 15 September 2024 was called for the public to contribute their own photos of seniors breaking silver ceilings under three themes – sports and fitness, lifestyle and leisure, and learning. Selected photos will also be showcased in the exhibition.

"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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