This fall and winter, The San Francisco Department for Disability and Aging Services is running the nation’s first and largest—anti-ageism...
This fall and winter, The San Francisco Department for Disability and Aging Services is running the nation’s first and largest—anti-ageism campaigns. The creative is built around five old/young faces, each in multiple digital and outdoor formats. The old eyes we see are those of actual San Franciscans whose notable passion, leadership, creativity, courage or intelligence is profiled on the campaign website endageism.com. (The five younger faces were cast simply for physical likeness.)
The initial goal is to increase awareness of ageism, specifically among the “transitional” middle-aged. The target is San Francisco workers, age 30 – 50, who, at the younger end, are just gaining the economic clout to practice ageism, sometimes unknowingly, and at the older end, just starting to be its victims. This is part 1 of a two-part campaign, whose overall goal is to increase use of the department’s services. Older adults are San Francisco’s fastest growing age group, and by 2030 over 30% of the city’s residents will be age 60 or older.
Media is handled by Big Wave Media, Oakland, Calif.
Client: San Francisco Department for Disability and Aging Services (San Francisco city agency)
Creative agency: Most Likely To, San Francisco
Media agency: Big Wave Media, Oakland, Calif.
ECD/CW: Trent Farr
CD/AD: Mark Butorac
Strategy Director: Joseph Newfield
Account Director: Noël McKenzie-Johnson
Web Developer: Joshua Dowden
Print Production: Laura Lindow
Photography: Peter Samuels
Casting/Photo Production: Farmuse, Nashville, Tenn.
ABOUT THE SAN FRANCISCO DEPARTMENT FOR DISABILITY AND AGING SERVICES
The San Francisco Department for Disability and Aging Services is part of San Francisco’s Human Services Agency. sfhsca.org
ABOUT MOST LIKELY TO
Most Likely To, is a San Francisco-based advertising agency with other clients including FX Networks, Milliman, the San Francisco SPCA, and the San Francisco Dept. of the Environment, Rally Health (startup) and Integrate (startup) mostlikelyto.com