AIC celebrates vibrancy of seniorhood in inspiring SG60 campaign

The Agency for Integrated Care (AIC) has launched a new campaign titled "Life unstoppable", to celebrate Singaporean seniors ahead of the nation's 60th birthday this year.

The campaign aims to engender positive mindset and attitudes towards ageing among the seniors and general public in Singapore, increase awareness of opportunities and support for seniors to age well in the community with care and purpose, and increase participation in Age Well SG programmes by leveraging the national SG60 campaign, said an AIC spokesperson when MARKETING-INTERACTIVE reached out. 

In addition, it seeks to counter negative ageing stereotypes by inspiring change through storytelling. By celebrating the attitudes and strengths of vibrant, thriving seniors, AIC wants to illustrate seniorhood as a new stage of opportunity to live life to the fullest.

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Central to the campaign is a one-minute-long video titled "Celebrating life", showcasing seniors above the age of 60 performing various tasks such as cycling, graduating from university, baking, and learning new skills. 

The campaign kicked off with the release of the video at "Let’s celebrate 2025", Mediacorp’s countdown programme on 31 December last year, as well as on-ground OOH ads. The video asset has also been used as TVC with spots on local FTA channels and their respective social media platforms.

Additionally, AIC shared the campaign on their website, emphasising the message that "age is just a number" by including various links for seniors to assist them in connecting with fellow seniors, learning a new skill, staying active and contributing to the local community. 

“The video is a celebration of energy, resilience and the idea that the best years can still be ahead. Every senior featured brought their A-game on set, and seeing their zest for life come alive on screen moved me to tears. Their energy and passion turned this video into pure gold.” said Ng Hwei Yun, client services director at Wild Advertising.

“As Singapore celebrates its diamond jubilee, we aim to show that turning 60 marks the start of an exciting a new chapter. Our campaign highlights seniors who embody the spirit of ‘living life unstoppable’, showcasing how they pursue their passions and lead active lives. We hope their stories inspire others, and we are committed to supporting seniors to live well and age well in the community,” said Eva Lim, director for integrated communications and marketing at AIC.

AIC will begin running roadshows in Singapore's heartlands in February, as well as other OOH executions for the next stage of the campaign. 

AIC is no stranger to out-of-the-box campaigns. In September last year, the agency launched a 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 tackled ageist stereotype head-on by producing a digital photo repository that celebrated seniors. It aimed to ensure that older adults are not only seen authentically but portrayed with the dignity, complexity and diversity they deserve.

It was 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.

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