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.
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.
Research has been complied to back the campaign which found two-thirds of survey respondents had been subjected to age discrimination.
“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,” said APIA executive manager Geoff Keogh.
It also found that older people felt misrepresented in the media.
The film promoting the research ends with the young adults being led into the room where the older people are and discover to their embarrassment that the old people have heard everything they said.
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
Awesome work!
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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
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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.
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Great to see brands investing in this type of work. Very well done.
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How many people over 50 work in any of the agencies involved?
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