AARP, in collaboration with Getty Images, is urging agencies and brands to reject stereotypes associated with aging in media, reports MediaPost.

The D.C.-based advocacy group is introducing the “Disrupt Aging Collection” to encourage brands, designers, ad agencies and other industry players to shift away from creating misconceptions of aging in ad campaigns, added MediaPost.

The hope is that more brands and agencies will use a new collection of more than 1,400 images archived by Getty Images that portray more active lifestyles of older Americans.

“The collection shows the 50+ in the workplace, traveling, entertaining and living active, healthy lives,” explains Martha Boudreau, AARP’s Chief Communications & Marketing Officer. “It’s definitely time for the creative industries to update their mindset about the 50+ demographic.”

More here.

(Photo: Getty Images)

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