AIC and The Secret Little Agency redefine modern ageing in Singapore via latest campaign
The Agency for Integrated Care (AIC) has launched its latest campaign in collaboration with The Secret Little Agency Singapore. Titled “Break the Silver Ceiling,” this initiative aims to challenge ageism, redefine modern ageing, and inspire a positive shift in societal perceptions towards seniors. Just as the glass ceiling limits us at work, age stereotypes often limit our potential in life.
Age discrimination is a prevalent issue affecting 86.4% of people in Southeast Asia. In Singapore alone, 47% of individuals aged over 55 feel they have been treated unfairly due to their age, exacerbating negative self-perceptions that hinder a fulfilling and active lifestyle.
To combat this, AIC, which aims to create a vibrant care community for people to live well and age gracefully, takes a bold step forward with “Break the Silver Ceiling.” The platform created together with The Secret Little Agency includes a unique identity with graphic elements of shards, empowering Singaporeans to shatter the preconceived notions of ageing and redefine how we think, live, and age. The movement underscores AIC’s commitment to taking back the narrative on ageing, to transform how Singaporeans perceive ageing and inspire everyone to live life to the fullest at every age.
“AIC’s Break the Silver Ceiling campaign calls for a new, positive narrative on ageing by tackling ageist stereotypes. It is a call to action, encouraging Singaporeans to redefine what it means to grow older. Through online and localised on-ground activations, we hope to increase mindshare on the topic of senior empowerment,” said Ms Eva Lim, Director of the Integrated Communications and Marketing Division at AIC.
The heart of the movement lies in a relay, a bold statement showing the world that there is no limit to ageing featuring five inspiring seniors who have encountered ageism in various forms: Adam Abdul Rashid (66 years old), a former police officer and our everyday man democratising active living for all ages; Bridget Jeet Pereira (63 years old), the inspiration (and mother) of sprint queen Shanti Pereira; Team Strong Silvers – Victor Chan (71 years old) and Ngai Hin Kwok (74 years old) – seniors dedicated to defying stereotypes of ageing; and Jack Neo (63 years old), a Singaporean film director bringing playfulness and fun to ageing. The five come together to run a route that spells the catchphrase “BOOMER IS OK”, a clapback to the retort “Ok Boomer” often used to dismiss and mock seniors.
Mavis Neo and Nicholas Ye, Co-Chief Creative Officers at The Secret Little Agency, said: “This campaign is a celebration of resilience, strength, and the limitless potential that comes with age. Our seniors aren’t just challenging prejudices; they are redefining the narrative around ageing in Singapore. ‘Break the Silver Ceiling’ is a call to action, urging everyone to embrace a new mindset and recognize the extraordinary capabilities of older adults.”
While the video aims to inspire viewers with the seniors’ journey, its true impact lies in empowering a different mindset towards ageing, resonating with audiences of all ages. By fostering understanding and unity, “Break the Silver Ceiling” becomes a catalyst for positive change in societal attitudes towards the older generation.
In an exciting collaboration that transcends generational boundaries, renowned Singaporean streetwear designer Mark Ong AKA Mr Sabotage, joins forces with AIC. A legend in Singapore streetwear known for his customised sneakers and designs featured on platforms like HYPEBEAST, Mr Sabotage brings his streetwear prowess to the “Break the Silver Ceiling” campaign. Mark’s unique touch extended to our relay runners – he crafted an exclusive, customized relay running tee for our spirited seniors, adding a dash of style to the powerful statement they are making. This collaboration boldly asserts that ageing isn’t just about breaking barriers; it can be cool, hype-worthy, and a celebration of individuality and vitality.
The campaign runs from 9 January 2024 to 5 February 2024, and will be featured across digital and social platforms. To participate in this campaign, the public may take part in our ongoing TikTok challenge from the 15 January and join a public walk on 28 January 2024 to show their support.
Jack Neo, director, said: “Many people believe that only the young will be popular enough to be successful in the entertainment industry. But I’m not “old” yet. In fact I’ve just launched an e-commerce live-streaming platform in collaboration with Terrence Cao. This is something which was often thought that only the young could excel in, but I think I’m learning fast and getting quite good at it! This proves that the sky is the limit, not our age.”
