India – Evergreen Club, the online community for seniors in India, has launched a simple but touching campaign on social media for Mother’s Day. Through stories narrated on its Instagram and Facebook channels, it pays tribute to the incredible journey of motherhood and the one-of-a-kind love and service that only our mothers can bring. 

Through the campaign #AllMothers, the online community platform aims to create a no-judgement space where mothers feel cared and nurtured for, while they keep doing the same for their children. Stories featured are in fact from real-life experiences of ‘Club’ members. 

One of the stories shared under the campaign

“Every woman’s journey to motherhood is beautiful and unique. For some it could be a planned journey; while for others, it could be a winding, unexpected, sudden or even a short-lived experience,” said the club. 

One woman paid honour to her own mother now that she has her own family to take care of, while two stories narrated the journey of grief from different perspectives – one suffering from death in infancy and one from losing an adult son, but both showing the resiliency, strength, and grace of a mother. 

“These are the stories, we believe, we need to hear every day, and not just on an occasion like Mother’s Day,” said the club. 

Evergreen Club is an online community for 50+ older adults, where they are able to enjoy interactive virtual sessions curated especially for their diverse needs. The first-of-its-kind platform is aimed for the ‘young at heart’ to learn, interact, and engage with like-minded peers from the comfort of their homes.

India — Evergreen Club, the online community for older adults has launched their Women’s Day campaign entitled #LadyActYourAge underscoring age-related plights like stereotyping faced by elderly women in everyday life. Evergreen cites the recent report stating that the ageing population in India has grown 34 per cent between the timespan of 2011 and 2021 and alongside it grew the loneliness and typecasting amongst this age bracket.

Through a video, this social media campaign by Evergreen Club explores the conflicting messages women have been given about how they should look, live, and behave as they get older.

#LadyActYourAge serves as a powerful reminder for viewers to change their actions, way of speaking, and the expectations society puts on older women. It also reminds us to beat gender and age-related stereotypes, and give elderly women the freedom to make their own choices.

Tapan Mishra, founder of Evergreen Club, said that society often expects older women need to behave a certain way and act according to their age. Mishra continued by saying that during his conversations with Evergreen Club members, he constantly observed how they have been breaking the stereotypes they have been subjected to.

“This International Women’s Day, we aim to highlight these issues so that people take cognizance of the same and take it upon themselves to spread the message to create a sensitive world for the elders, and more so, for the elderly women,” Mishra said.