The Agency for Integrated Care takes on 'Ok Boomer' saying in new campaign

The Agency for Integrated Care (AIC) has clapped back at the common retort, “Ok Boomer”, in its latest “Break the Silver Ceiling” campaign, which saw several seniors running a relay from Mountbatten to Siglap along a route spelling out “Boomer is OK” on the map.

The participants included Singaporean film director, Jack Neo (63), who seeks to bring playfulness and fun to ageing, and Bridget Jeet Pereira (63), mother of Singaporean sprinter, Shanti Pereira.

The campaign aims to challenge ageism, redefine modern ageing, and inspire a positive shift in society’s perceptions towards seniors. The silver ceiling is a reference to how age stereotypes often limit people in the same way that the glass ceiling imposes barriers to career progression in the workplace.

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A video of the run was also posted on AIC’s YouTube channel, with a message to inspire viewers that true impact lies in being empowered by a different mindset towards ageing. By fostering understanding and unity, it aims to become a catalyst for positive change in attitudes towards the older generation.

The platform, created together with The Secret Little Agency, includes a unique identity with graphic elements of shards, empowering Singaporeans to shatter the preconceived notions of ageing and redefine how we think, live, and age.

The movement also aims to underscore AIC's commitment to taking back the narrative on ageing, to transform how Singaporeans perceive ageing and inspire everyone to live life to the fullest at every age, it said in a statement. 

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.

"AIC’s Break the Silver Ceiling campaign calls for a new, positive narrative on ageing by tackling ageist stereotypes. It is a call to action, encouraging Singaporeans to redefine what it means to grow older,” said Eva Lim, director of the integrated communications and marketing division at AIC.

“Through online and localised on-ground activations, we hope to increase mindshare on the topic of senior empowerment,” she added.

The campaign comes in response to the issue of age discrimination, which is gaining prevalence in Southeast Asia and affecting 86.4% of people in the region, according to a 2021 report.

Within Singapore, a 2020 survey found that 47% of individuals aged over 55 felt that they had been treated unfairly due to their age, exacerbating negative self-perceptions and hindering them from living fulfilling and active lifestyles.

“This campaign is a celebration of resilience, strength, and the limitless potential that comes with age. Our seniors aren't just challenging prejudices; they are redefining the narrative around ageing in Singapore,” said Mavis Neo and Nicholas Ye, co-chief creative officers at TSLA, in a joint statement.

“'Break the Silver Ceiling' is a call to action, urging everyone to embrace a new mindset and recognise the extraordinary capabilities of older adults,” they added.

The campaign will run from 9 January to 5 February on digital and social platforms. To further increase engagement, the public will also be encouraged to participate in a TikTok challenge from 15 January in which they attempt to break a record set by seniors in a time-based challenge.

A 5km public walk will also be held on 28 January, in partnership with Neo’s local walking group, Pa Pa Zao, to show support for the campaign.

In a previous partnership between AIC and TSLA, a campaign was launched to recognise the hard work and dedication that everyday caregivers put in. Titled “We See You Care”, it aimed to bring awareness to caregivers, recognise the vital role they play, and offer them the resources they need.

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