“Ageing is not an illness”.

When I say the word ‘old’, what do you think of? Are positive or negative thoughts flooding into your head?

I love Age UK’s latest ‘Later Life’ ad. “Age is not an illness, it’s a way of life”. Not only is it an effective marketing campaign and beautifully put together. It also holds an extremely important message.
Getting older shouldn’t mean slowing down and settling for boring. Stereotypes of older people have too much power in our society. Only recently a fellow student of mine categorised ‘elderly people’ as 55 plus. Ridiculous.
Unfortunately I do think that young people especially, need to be more educated of the ageing population and changing demographic. It amazes me how little this is spoken about within my degree. It’s even more shocking how many casual, careless and pretty rude comments are thrown around on a daily basis.
Lots of people claim they are passionate about equality for all. Campaigning for a change in attitude and understanding for the LGBTQ community, women’s rights and so on. I feel we also need to include our ageing population.
Let’s challenge ALL stereotypes and assumptions.



Watch Age UK’s latest ad: http://www.youtube.com/watch?v=0eogbx68da4

Age UK’s website: http://www.ageuk.org.uk/


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