A social experiment from Apia aims to challenge the misconceptions of age and ask, are our perceptions of getting older distorted?
The campaign, by DDB Group Melbourne which includes Rapp, DDB and Mango, taps into research uncovering that two third of respondents over 50 had faced age discrimination in their lives.
Apia Executive Manager, Geoff Keogh said: “The research we undertook revealed some startling insights into perceptions of age in Australia. It’s time to break through this stigma and start conversations around the topic.
"The social experiment highlighted an underlying prejudice that those involved may not have realised existed. Our campaigns aim to demonstrate that life experience should be recognised and respected.”
Credits
Apia
Marketing Manager, Apia Marketing – Mark Behr
Brand Manager, Apia Marketing – Travis Hughes
Marketing Advisor, Apia Marketing – Heidi Storey
Agency (Rapp)
Executive creative director – Steve Crawford
Creative director – Murray Bransgrove
Art director – Emily Somers
Copywriter – Ryan Najelski
Senior client lead – Angela Bishop
Senior account manager – Pia Christiansen
Account manager – Bobby Richardson
DDB, Head of onscreen – Simon Thomas
DDB, Producer – Jo Alach, Tuesday Picken
PR (Mango)
MD – Elly Hewitt
Head of PR – Rebecca Ahern
Account Director– Amanda Sheat
Account Manager – Lauren Hunt
Account Co-ordinator – Emma Paolucci
Production
Production company – Dougal Digital
Executive producer – Jo de Fina
Producer – Ariel Waymouth
Director – Henry Stafford
DOP – Paul Hughes
Offline Edit - Stu Willis
Grade/Online – Daniel Stonehouse, Crayon
Soundmix - Tristan Meredith, Now Hear This
Media
Media agency – Starcom Melbourne
