AGE Platform Europe

Challenge: To counteract negative stereotypes about ageing with positive stories of older EU residents. And to mark 20 years of AGE, a body representing 100+ member organisations around Europe.

Our photoshoot featured older residents from five EU cities, like Christine in Amsterdam. Each brought an object representing connection.
Greek participant Georgia Michalopoulou said, “Music connects people.“ During the pandemic she’d play music for friends over videocall.

We ran a workshop process with many stakeholders to compose new messaging guidelines to form the foundation of AGE’s branding and communication going forward.

Then, we conceived and created an EU-wide photo campaign. Directing photographers in Athens, Warsaw, Berlin, Paris, and Amsterdam, we photographed individuals under the campaign title, “the AGE of connection.”

Each person brought an object symbolising connection for them, and told a little of their story. These beautiful striking portraits show individuality, personality, connection – and advance a powerful, positive view of ageing.