If growing old is one of life’s greatest privileges, then why are advertisers still urging consumers to ‘fight the signs of ageing’.

Stereotypes of ageing are well past their sell by date. Yet the truth is many mainstream media narratives are seemingly incapable of viewing ageing through the lens of adventurousness, creativity, or even a shred of joy. Don’t believe me? Ask Madonna, who recently declared that the world "refuses to celebrate women past the age of 45."

In this toxic ecosystem it’s perhaps even more important to celebrate the pro-ageing narrative underpinning Bupa’s latest campaign, which successfully challenges perceptions about life in care homes. 

As the spot's copy declares, age is not the defining factor of your life, explaining: "It’s just a number. You’re still you. Up for new things. Or happy how you are."

With one in three people expecting to need social care as they age, the advertising industry’s collective squeamishness around ageing is a bubble in need of bursting. For while clients regularly bemoan the lack of ‘grey hair’ or experience in the room, agencies persist with equating innovation with youth. Yet arguably ageing is a process which requires radical reinvention. As older people seek new experiences and technologies to improve their quality of life; the onus is on the advertising industry to improve the quality of representation. 

This is where this campaign comes to life; delivering a fresh, yet highly accessible new lens of Bupa’s brand campaign, This is health. A move to make the brand more representative of the modern truth of healthcare provision.

Robert Parsons, Director of Marketing and Customer Experience at Bupa UK, explained: “This campaign aims to change perceptions of stereotypes about later life. At Bupa, we believe that it’s never too late to achieve your dreams, and our teams work hard to make our residents’ dreams come true.”

The campaign tackles key stereotypes around ageing underlined by MullenLowe’s research The Invisible Powerhouse, and aims to change perceptions about life in a care home. The work showcases the opportunities to have fun, spend time with friends and family and continue living life to the fullest.

It is a life we rarely see represented on screen and according to MullenLowe’s Invisible Powerhouse research of the 52 million adults in the UK 47% are over 50. People over 50 currently account for well over half of all household expenditures, and this figure is forecast to rise to 63% by 2040 [International Longevity Centre, 2020]. Yet, only 12% of main characters in ads are over 50.

Underlying the importance of lived experience in the room where it happens, the Chief Creative Officer on the work is Nicky Bullard, who has called time on the industry’s ageist approach in creative ways.

Bullard explained: “Our Invisible Powerhouse study shone a light on misrepresentation of people over the age of 50. This wonderful brief gave us the opportunity to represent our audience authentically, and with joy, positioning Bupa Care Homes as the brand that really gets what growing older feels and looks like.

Currently, only 6% of employees are aged over 50 in the advertising industry. A statistic which goes a long way in explaining why 88% of people over 50 are unhappy about how they are represented. This campaign underlines the creative firepower in doing things differently.