Adaily Inspiration Week #45: Anti-ageism campaigns
For this week we chose campaigns tackling ageism. Below you can find our 5 picks that showcase how brands are breaking stereotypes and championing inclusivity, from empowering seniors in the workforce to celebrating the beauty of aging. Straight from Adaily » HERE «
1. The Non-Issue • L’Oréal
McCann Paris • 2019 • Beauty • France • Europe
Campaign Summary:
L'Oréal Paris and Vogue's "The Non-Issue" campaign aimed to challenge gender-based ageism by creating a special edition of Vogue entirely dedicated to and made by women over 50. By showcasing older women in a high-profile magazine, the campaign sought to disrupt cultural norms that exclude them from media, promote positive aging, and celebrate their relevance and beauty.
The campaign achieved remarkable results, generating extensive media coverage that surpassed Vogue's September issue featuring Rihanna. It reached 3.9 million people offline and 19 million online, with the cover achieving three times more visibility on social media than Vogue's official May cover with Kate Moss. Over 40,000 new readers were attracted to Vogue within two weeks, and 90% of L'Oréal Paris's brand mentions during the campaign were positive. The success of "The Non-Issue" influenced Vogue to feature Madonna, aged 60, as its June cover star, signaling a broader cultural shift towards inclusivity and age positivity. The campaign not only sparked global conversations but also laid the foundation for long-term brand building for L'Oréal Paris.
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2. Open All Ages • Municipality Of Shanghai
Ogilvy Shanghai • 2023 • Destination • China • Asia
Campaign Summary:
The "Open All Ages" campaign in Shanghai transformed nightlife venues into welcoming morning social hubs for the elderly, addressing social exclusion and fostering intergenerational connections. By repurposing spaces typically active at night, the campaign created inclusive environments that enhanced the well-being and community engagement of elderly residents in a rapidly urbanizing city.
The initiative achieved remarkable results, with over 1,700 venues participating and providing new social spaces for more than 250,000 elderly individuals. It garnered 3.76 million media impressions and inspired businesses like KFC and Starbucks to offer morning discounts for seniors. The overwhelmingly positive community response led to government endorsement, establishing the campaign as a long-term initiative to promote inclusivity and improve the quality of life for Shanghai's elderly population.
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3. #KeepTheGrey • Dove
Edelman Canada Toronto • 2022 • Personal care • Canada • North America
Campaign Summary:
Dove Canada’s "#KeepTheGrey" campaign challenged workplace ageism and sexism by celebrating grey hair as beautiful and addressing the discrimination faced by women who embrace their natural grey. The campaign aimed to shift societal beauty standards, promote inclusivity, and foster a broader conversation around workplace equity and acceptance.
The campaign achieved remarkable results, generating over 1 billion impressions and 675 media stories with 95% positive or neutral sentiment. It sparked a social movement with 18,000+ user-generated posts and trended on Twitter, reaching 15% of Canada’s population. The initiative also enhanced Dove's brand perception, with 61% of viewers more likely to purchase Dove products and 90% appreciating its focus on a crucial issue. Dove’s efforts culminated in an invitation to join the Ontario Human Rights Commission board, further cementing its role as a champion for inclusivity and women's rights.
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4. Golden Dates • AMP Association For The Elderly
Leo Burnett Lisboa • 2022 • NGO - health • Portugal • Europe
Campaign Summary:
A campaign in Portugal sought to combat elderly loneliness and isolation by redirecting the attention often lavished on celebrities toward the elderly, emphasizing the importance of companionship and care. The initiative aimed to raise public awareness, mobilize support for Associação Mais Proximidade (AMP), and encourage actionable steps to assist isolated elderly individuals.
The campaign achieved remarkable results despite a zero-investment budget, reaching 1 in 4 Portuguese citizens. It spurred significant action, including a 53.9% rise in activities providing company to elderly individuals and a 17.4% increase in home visitations. Partnerships with AMP grew by 74.5%, and medical appointments for elderly individuals rose by 30%, reflecting improvements in their health and well-being. By spotlighting elderly isolation, the campaign successfully fostered social inclusion and enhanced the lives of elderly individuals across Portugal.
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5. The Senior Economy • Banco Del Pacifico
Paradais DDB Ecuador • 2023 • Bank • Ecuador • LATAM
Campaign Summary:
Banco del Pacífico's "Senior Economy" initiative aimed to combat ageism in Ecuador by highlighting the value of seniors' experience and reintegrating them into the workforce. Through an innovative economic model, the campaign assigned financial value to seniors' skills and connected them with businesses in need, addressing social issues of age discrimination while promoting economic growth. The initiative showcased seniors as valuable resources, providing economic benefits to businesses and fostering inclusivity.
The campaign achieved impressive results, with participating companies reporting an average revenue increase of 15% and 12% growth. Over 19,593 senior adults joined the initiative, resulting in 10,862 successful matches, 29% of whom secured stable clients, while 26% worked with multiple clients. Customer satisfaction reached 88% for seniors and 90% for businesses. Additionally, the initiative boosted Banco del Pacífico's brand awareness by 35% and positive perception by 27%. The Ecuadorian Minister of Economy estimated the program could contribute to a 0.40% increase in the nation's economic growth over 10 years, demonstrating its wide-reaching social and economic impact.
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Disclaimer: All campaign descriptions in this post are AI-generated, based on real-life descriptions provided by the authors.
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