The campaign by McCann Singapore encourage Singaporean's to think twice about the way they perceive their senior citizens.
Singapore's population is rapidly changing - over 900,000 baby boomers will be at, or older than, 65 by 2030. People are living longer and having smaller families. These shifts will impact upon every facet of society.
To prepare for this changing world, the new Ageless in Singapore festival is promoting the adoption of a new mindset, 'ageless' to build an age-friendly society, where people are not hampered from fulfilling their aspirations by their own and others' prejudices about age.
Agency - McCann Singapore