The Secret Little Agency Singapore and AIC are ‘Breaking the Silver Ceiling’ one photo at a time

Only 4% of people featured in advertisements worldwide are aged sixty or older, despite seniors representing a significant and growing portion of the population in many markets. In Singapore, a HKUST study found that 88.6% of news articles from 2020 to 2023 contain ageist rhetoric, reflecting the pervasive stereotypes that misrepresent older adults. The urgency to correct these portrayals has never been clearer, especially when 1 in 6 people globally will be aged 60 years or over by 2030.

In response, the Agency for Integrated Care (AIC), in partnership with The Secret Little Agency has launched the second phase of the “Break The Silver Ceiling” movement — a transformative initiative aimed at breaking the narrow, outdated portrayal of seniors in mainstream media. Following the success of the “Boomer Is OK” campaign, which featured active and inspiring seniors from sprinter Shanti Pereira’s mother and actor Jack Neo, this year’s edition goes a step further. Its goal: to create a vast, inclusive image bank that showcases the vibrant, multifaceted lives of seniors.

This year’s campaign, titled “Break The Silver Ceiling: One Photo at a Time,” tackles ageist stereotypes head-on by producing a comprehensive digital photo repository that celebrates seniors in their true light—active, engaged, and diverse. The photo bank contains 120 images of 40 seniors, captured by four renowned Singaporean photographers:
• Aik Beng Chia, known for his raw, unfiltered depiction of seniors living dynamic, everyday lives.
• Amiera Raushan, whose relatable and relaxed photography captures seniors in their day-to-day experiences.
• Mindy Tan, highlighting the passions and pursuits of older adults, emphasizing their vitality.
• Zantz Han, bringing glamour and modernity to the depiction of ageing through a polished, editorial style.

These photos will be available at breakthesilverceiling.com and used in out-of-home billboards and media collaborations across Singapore. The aim is to ensure that older adults are not only seen authentically but portrayed with the dignity, complexity, and diversity they deserve. It is also in support of Age Well SG, with the aim to support our seniors to age well in their homes and their communities by ageing actively, staying socially connected, and be cared for within our communities.

“This movement isn’t about trying to make 60 the new 40,” said Nicholas Ye and Mavis Neo, Co-Chief Creative Officers, The Secret Little Agency. “It’s about being 60 and proud of it. A simple Google image search or stock photo search reinforces such a myopic view of ageing. As an industry, we have to do better – we are perpetuating the stereotypes of ageing that exist in visual culture and as brand stewards, we have the responsibility to represent ageing in a way that is real, authentic, and true.”

They added: “It’s time to remove phrases like, ‘She looks good for her age,’ from our collective vocabulary. The reality is that the over 60 today live full active lives, defined by more than just their age. By changing how seniors are portrayed, we change how they’re seen—and how we’ll see ourselves as we age.”

The campaign will culminate on 1 October 2024, celebrating the International Day of Older Persons, with an exhibition featuring photographs of seniors at Our Tampines Hub. This six-day exhibition honours the diversity and dynamism of Singapore’s seniors, highlighting personal stories and everyday moments. A photo contest held from 21 August to 15 September 2024 also called for the public to contribute their own photos of seniors breaking silver ceilings under three themes – sports and fitness, lifestyle and leisure, and learning. Selected photos will also be showcased in the exhibition.

By working with national media outlets, government agencies, and community organisations, AIC and The Secret Little Agency are taking a bold step towards dismantling ageism. Through this initiative, they are creating a future where ageing is embraced, not feared, and where older adults are represented in all their diversity and dignity.

“We often encounter limited portrayals of seniors. AIC’s “Break the Silver Ceiling: One Photo at a Time” campaign challenges these stereotypes and encourages Singaporeans to rethink their perceptions of ageing, fostering a more inclusive and positive view of growing older and ageing well together.” said Ms Eva Lim, Director of the Integrated Communications and Marketing Department at AIC.