Well -meant
According to SIRE, people over 50 have a lot to do with prejudices such as not being able to come along, loneliness and dependence. This stereotyping would lead to so -called seniorism – Discrimination based on age – with adverse consequences for the mental and physical health of the elderly, NOS reports.
The campaign calls on the elderly to remain active and curious. Nevertheless, the performance – the commercial in which the elderly as living are taken away in a funeral car – is particularly surprising and irritation for some. Columnist Angela de Jong described it in the AD as “sad” and loudly asked himself whether such an approach is not counterproductive. “Has the inventor of the commercial has any idea what the life of a 50+looks like? An average fifties has no time at all to sit in front of the TV.”
Aging requires inclusive imaging
The intention behind the campaign is in line with concerns about an aging society. In 2040 a quarter of the Dutch population will be 65 years or older. Organizations such as ANBO-PCOB therefore think it is crucial that the elderly continue to be seen as fully-fledged members of society. They point out that many elderly people do volunteer work, fit in with grandchildren and are not yet ‘written off’. Moreover, more and more people over 65 remain active in the labor market, partly because life expectancy is increasing (NOS News).
Campaign Mist Nuance
Although Sire’s message is sincere, the campaign is wrong with a large part of the target group. Responses to platforms such as YouTube think it is a waste of money and point out that most people over 50 are not stuck at all in negative thinking patterns. The problem does not seem to be so much with the target group, but with the social image that is mainly formed by younger generations. By portraying people over 50 as people who “need to be encouraged to live,” the campaign of the passive older person is further in control.
Talk along
What do you think? Is the campaign well set up? Is it right that Sire says that people over 50 do not get enough appreciation? Or does Sire miss the shelf? Talk to our Facebook page. You can also post a comment directly under this article, we are curious about your opinion!
Berry thinks it is:
Heidi sees it as a tunnel vision:
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