APIA looks at ageing through younger eyes and to highlight that discrimination is real
Insurance brand APIA has turned the tables on the younger generation with a research project exposing just how generations X and Y see people over 50.
https://www.youtube.com/watch?v=mwNjYe7MM7Y
The three and a half minute film created by DDB Melbourne, Mango and Rapp, shows a group of young adults taking part in a focus group where they have to cast the actors for an ad from photos. Meanwhile the older people in the pictures are watching on from another room as their suitability for for the ads is discussed.
The experiment revealed a high level of subconscious ageism in the young adults, who rejected the 50+ candidates as being too old, wrinkled and inactive.
Awesome work!
As one of our new website’s blog posts, just earlier this week in fact, suggests – we couldn’t agree more!!
http://www.khandp.com/#!Mature.....f068ffb1d6
Given the likely target market of the services discussed, I thought the feedback of the youngsters was valid. A less biased skills exercise of ‘who can drive faster, more accurately’ etc would prove the point better.
Great to see brands investing in this type of work. Very well done.
How many people over 50 work in any of the agencies involved?