Passion knows no age, says new campaign for International Day of Older Persons

Singapore's Agency for Integrated Care (AIC) has launched its International Day of Older Persons (IDOP) campaign that aims to encourage seniors to pursue their passions without being limited by their age and raise public awareness about the importance of active ageing. 

In collaboration with digital marketing agency Hashtag Interactive, the campaign features four seniors who actively pursue hobbies that one would associate with the younger generation such as modelling and dragon boating. The seniors were featured in a photoshoot where they were captured in their element showcasing their hobbies to highlight the possibility of finding enthusiasm for life in one’s golden years.

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The campaign will also include a series of blog articles and social media posts from in-depth interviews conducted with the four seniors in the days leading up to and following IDOP on October 1.

“At AIC, we believe that seniors can continue to lead active and fulfilling lives. Through this campaign, we hope to further empower seniors to pursue their interests and hobbies to keep themselves meaningfully engaged and live life to the fullest,” said Eva Lim, director, integrated communications and marketing department at AIC.

The campaign is the second year AIC and Hashtag Interactive have worked together to celebrate IDOP which celebrates the invaluable contributions of seniors to society. When asked why the campaign utilised in-depth interviews, a spokesperson from Hashtag Interactive said, "We wanted to delve deeper into the seniors' backstories, how they came to pursue their passions, and how they can inspire other seniors."

The public can use the hashtag, #Goaldenyears, to find content from the previous campaign and engage with the key opinion leaders it has worked with to spread the message of being empowered in one's golden years. The hashtag also rides on the idea of one's golden years while reminding individuals that they can still achieve their goals and pursue their passions.

“Personally, I find it inspiring that seniors like the ones we featured are leading such active lives,” added Mark Teo, account director at Hashtag Interactive.

As marketers get creative with campaigns that target seniors, Gardens by the Bay embraced its position as your ah gong's tai chi group's favourite spot with a new campaign that capitalises on the boomer generation's penchant for sending garish chain messages. The campaign featured photos of Gardens by the Bay with cliched and fun messages superimposed on them. Phrases such as "Good Morning Have a nice day!" and "It's a wonderful life because everyday is beautiful" were some of the phrases used by the tourist hotspot. 

The illustrators behind the campaign even took the effort to misspell some words such as a "wonderful" to keep with the theme.

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