For over 30 years, I have been advocating for a more positive, ageless approach to marketing communications targeting older adults. During that time the positive aging army has been slowly gaining recruits. We gained a major ally with the creation of the International Council on Active Aging (ICAA) almost 10 years ago as indicated by the organization's recent launch of the Changing the Way We Age campaign, a part of which is a contest seeking the best of the best in ageless communications.The awards will recognize excellence in marketing wellness-oriented products, programs or services to consumers ages 50 and above.
According to the ICAA CEO Colin Milner, “Our campaign is not just about alerting people to ageist stereotypes in the media and marketing materials. We are actively encouraging and promoting efforts to present positive and realistic portrayals of aging. Research has shown that the majority of older adults are turned off by the marketing messages that are currently aimed at them. With our Rebranding Aging awards, marketers have an opportunity to show the burgeoning population of older adults that they understand their needs and desires.”
You do not have to be a member of ICAA in order to submit an entry so please inform any company or advertising agency you think 'gets it." Entries will be accepted online on the campaign website (www.changingthewayweage.com) through September 10, 2011. Companies may submit entries on behalf of their business or organization in all four categories, but no more than one entry per category.
Winning entries will be recognized at the ICAA Annual Meeting in Orlando, Florida this December and will also be profiled in an feature story in the Journal on Active Aging following the conference as well as presented as positive examples on the ICAA web site and in future marketing presentations by professionals teaching other on the art of the positive.
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