Defy Ageism Campaign: Easing the Fear of Midlife Crisis
Why Does Midlife = Crisis?!?
In partnering with VCU's Gerontology program, The strategists at VCU were asked to come up with campaigns to further the Defy Agism effort. Agism is defined as prejudice against a person based on age. This movement is a fight to see all people equally no matter their age.
Finding#1 People are afraid to age | Finding #2 People 65+ are happy | Finding #3 Midlife is the punchline to aging
This stage of life, considered midlife, is riddled with responsibility and leaves little time to have fun or find victories in life. It is believed that fun has to wait until retirement, the golden years.
Not only were those in younger generations afraid of aging, but so were those closer to age 65, but why?
There are milestones to every part of life except between ages 40-60.
Midlife is actually when you have the most control to change your situation. Jobs are established so there is extra income, and your kids are more independent so there is more time to spend on yourself.
What We Set Out to do About This Conundrum
Create a campaign that eased the fear surrounding Midlife by shining a light on what Midlife has ignored.
We started with a sharable survey on social media to draw awareness to Midlife in a positive and actionable way. This survey encourages time for yourself and doing things that make you happy. Happiness is important to quality of life and this survey gives a snapshot of where a person is now.
Life now will dictate life 65+ into the golden years.
Midlife Happiness Index
Part two of the campaign is to further shine the light on things ignored by Midlife that draws people to the survey.
"In memory of"
These ads are to remind people of the fun things that used to be, and to use humor to call people to action.
- We took a survey to find out exactly why people were afraid of aging.
- Social listening
- In-depth interviews
Strategy group project:
Christin Johnson, Stuart Good, Mishaal Abasi, Andrew Vessels