Singapore – The Agency for Integrated Care (AIC) has launched its latest campaign in collaboration with The Secret Little Agency. This campaign, dubbed “Break the Silver Ceiling,” aims to fight ageism, modify contemporary perceptions of ageing, and stimulate a positive transformation in society’s attitudes toward seniors.
The campaign will be featured on digital and social media platforms. It is set to run from January 9, 2024, until February 5, 2024. To support the project, people can take part in a public walk on January 28, 2024, to show their support, or they can join the existing TikTok challenge, which starts on January 15.
In Southeast Asia, discrimination based on age affects 86.4% of the population, a substantial majority. Particularly in Singapore, 47% of adults over 55 say they have encountered discrimination because of their age. This impedes the pursuit of a satisfying and active lifestyle for this generation by exacerbating negative self-perceptions.
Devoted to establishing a lively senior living community, AIC partners with The Secret Little Agency on “Break the Silver Ceiling.” With a distinctive logo made of shards, the campaign encourages Singaporeans to rethink their views on life and ageing and confront ageing stereotypes.
Speaking about the campaign, Eva Lim, director of the integrated communications and marketing division at AIC, said, “Break the Silver Ceiling campaign calls for a new, positive narrative on ageing by tackling ageist stereotypes. It is a call to action, encouraging Singaporeans to redefine what it means to grow older. Through online and localised on-ground activations, we hope to increase mindshare on the topic of senior empowerment.”
Meanwhile, Mavis Neo and Nicholas Ye, co- chief creative officers at The Secret Little Agency, said, “This campaign is a celebration of resilience, strength, and the limitless potential that comes with age. Our seniors aren’t just challenging prejudices; they are redefining the narrative around ageing in Singapore. ‘Break the Silver Ceiling’ is a call to action, urging everyone to embrace a new mindset and recognize the extraordinary capabilities of older adults.”
