Case Study: Greater Manchester Older People's Network celebrates ageing differently with Creative Concern

Greater Manchester Older People's Network runs a photography competition with Creative Concern to showcase 2 campaign formats

The Greater Manchester Older People's Network, in collaboration with GMCA, Macc, and Ambition for Ageing, sought to challenge and change negative societal perceptions around ageing. They partnered with the agency Creative Concern on a campaign to positively reframe the narrative and celebrate the process of growing older.

Creative Concern designed and executed a photography competition, inviting the public to submit inspiring images that portrayed ageing in a positive light. The winning entries were used in a celebratory campaign, which included digital billboards and email signatures, to directly counter negative stereotypes. This initiative successfully shifted the conversation, showcasing older people enjoying a diverse range of activities and encouraging everyone to see ageing differently.

Greater Manchester Older People's Network