AIC and TSLA launch photo bank to redefine senior representation

The Agency for Integrated Care (AIC), in collaboration with The Secret Little Agency (TSLA), has launched the second phase of its ‘Break the silver ceiling’ initiative, titled ‘Break the silver ceiling: One photo at a time’.

This campaign aims to challenge ageist stereotypes by creating a digital photo bank that showcases seniors in authentic, diverse, and vibrant roles. Building on the previous ‘Boomer Is OK’ campaign, which featured prominent figures like sprinter Shanti Pereira’s mother and actor Jack Neo, the latest effort includes 120 images of 40 seniors captured by renowned Singaporean photographers Aik Beng Chia, Amiera Raushan, Mindy Tan, and Zantz Han.

The images depict seniors living dynamic and engaged lives, and they will be featured across Singapore through out-of-home billboards, media partnerships, and collaborations with government agencies, including the Ministry of Health, Mediacorp, and SPH. The photo bank is accessible online.

Nicholas Ye and Mavis Neo, co-chief creative officers at TSLA, highlighted the importance of the initiative, stating, “This movement isn’t about trying to make 60 the new 40. 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 October 1 with a public photo walk installation at Tampines Hub, coinciding with the International Day of Older Persons. This installation will showcase professional and user-submitted images, inviting the public to participate by contributing photos that reflect the authentic experiences of ageing.

Campaign's take: This second iteration of AIC and TSLA's campaign continues to challenge ageist stereotypes in a youth-centric society—something our industry knows all too well. While the visuals are not groundbreaking, they do evoke a sentimental connection, capturing relatable hobby moments that resonate. There’s potential here for the campaign to take an even bolder step, perhaps by engaging "silver" influencers to host activities or creating offline experiences that celebrate the vibrancy and joie de vivre of older adults in person. To charter meaningful change, it's essential to foster real connections and understanding—which many seniors struggle to find in a fast-paced, digitally dominated world. This campaign is a commendable effort in raising awareness, but an integrated approach that goes beyond visuals could drive a more substantial cultural shift, encompassing a community that truly redefines how we perceive and engage with those breaking the 'silver ceiling'.