AGE of Connection

Challenge: To counteract negative stereotypes about ageing, exacerbated by the COVID-19 pandemic, with positive stories of older European residents.

Partner: AGE Platform Europe is an association representing citizens aged 50+ from more than 100 member organisations across Europe.

Approach: Good Point worked with AGE on strategic messaging, workshopping with stakeholder groups, and producing guidelines for positively presenting their mission and activities. Then, we proposed, developed, and implemented a Europe-wide anniversary campaign to dissolve stereotypes about ageing. Individuals in five European countries were photographed under the campaign name “The AGE of connection,” to paint a more joyful picture of older residents interacting with society.