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.



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 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 agency – Starcom Melbourne



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