To change perceptions about ageing within the LGBT community
The Birmingham LGBT community
The Ageing with Pride campaign was launched by Birmingham LGBT in a bid to tackle the stigma around ageing within the LGBT community. We identified three core messages to sit under this campaign which focused on embracing ageing, bringing generations together and acknowledging the journey the community had taken to reach their position in society today, forming the following campaign strands:
The creative centred on bringing this messaging to life in an engaging, authentic and meaningful way. We called on members of the Birmingham LGBT community to feature in the campaign, acknowledging the importance of the creative showcasing a diverse genuine representation of the community in order for the campaign to gain cut-through. The scenarios show our models in warm social environments, positively interacting with their peers to create visuals that reflected the overarching campaign sentiment of ageing with pride.
The campaign will now be rolled out via a phased approach over a 12 month period, with the campaign creative featuring on large format outdoor, print ads and social in combination with outreach work delivered by the Birmingham LGBT team.