The Minds Behind "Break the Silver Ceiling" on Shattering Ageism
Through a relay featuring inspiring seniors and a collaboration with streetwear designer Mr Sabotage, the Break the Silver Ceiling campaign – a collaboration between the Agency for Integrated Care (AIC) and The Secret Little Agency – seeks to redefine modern ageing. The campaign addresses prevalent age discrimination issues by inspiring a positive shift in societal perceptions and encouraging a new mindset towards ageing.
Speaking to LBB about the campaign, The Secret Little Agency creative director, Zara Kok, and strategy director, Ludovica Damonte, delve into the initiative challenging ageism and stereotypes.
The pair discuss how the campaign aligns with the mission of the Agency for Integrated Care (AIC) and give insight into the campaign’s creative process, visual metaphors, and empowering stories of seniors who defy societal expectations. Ideally, their strategy aims to redefine ageing in Southeast Asia and make a lasting impact on societal perceptions.
LBB> The 'Break the Silver Ceiling' campaign challenges ageism and redefines modern ageing. Could you share the inspiration behind this initiative and how it aligns with the mission and values of the Agency for Integrated Care (AIC)?
Ludovica> AIC’s mission is simple: they exist to create a vibrant care community for people to live well and age gracefully. However, societal perceptions of what ageing looks like hinder fulfilling that mission. Upon observing everyday interactions, it became evident that ageism extends beyond the obvious.
Consider a conversation between friends: “I don’t think we should invite Suzy to happy hour… she’s a woman / disabled/black, we don’t want that kind of energy, right?” Such a statement would leave anyone speechless with outrage. Now, alter it to “I don’t think we should invite Suzy to happy hour… she’s so old. We don’t want that kind of energy, right?” In this case, you might not witness outrage and may even encounter laughter.
Unlike misogyny, ableism, or racism, the victims of ageism are essentially our future selves. Therefore, if our aim is to build a society where everyone has the right to age well, we must start by challenging the perception of what ageing looks like and foster a culture where age is not seen as a limiting factor to living fulfilled lives.
LBB> Age discrimination is a significant issue in Southeast Asia. How does this campaign specifically address the prevalent stereotypes and negative self-perceptions associated with ageing, especially in Singapore?
Ludovica> There is research linking Confucian values, such as filial piety, to increased issues with eldercare and ageism, making Singapore particularly susceptible to negative stereotyping of older people. Part of this vulnerability arises from the expectation that, upon reaching age 60-65, individuals should sit back and be cared for by their children, taking a more passive role in society. Another cultural aspect is Singapore's foundation of hard work and productivity. In contrast to Western countries, where retirement is often the ultimate aspiration for most workers, many Singaporeans view leaving the workforce as a profound loss of purpose and identity. This sentiment can lead to isolation and exacerbation of mental health problems, subsequently impacting physical health as well. The Break The Silver Ceiling campaign, showcasing inspirational role models in their 60s and 70s, pioneers a fresh perspective on ageing. It emphasises that being cool, active, and fit, with dreams and aspirations, are not prerogatives of the young but integral aspects of growing old too.
LBB> The campaign uses the metaphor of breaking the glass ceiling to symbolise breaking age stereotypes. How did you develop this concept, and what do the graphic elements of shards represent in empowering Singaporeans to redefine ageing?
Zara> From the beginning, we realised, much like the glass ceiling, age was a ceiling of its own - invisible to many but very much plaguing our reality today. We felt compelled to expose this limiting barrier and coined this very call-to-arms as ‘Breaking the Silver Ceiling’. It would become our north star to crystallise what we stand for:
We are more than our age, and it does not define who we become or dictate what we want to do as we age. Visually, we went for something dynamic and felt like it was in a constant state of expansion, which is intentionally symbolic of the attitudes towards ageing that we hope to inspire in Singaporeans. That’s how our explosive shards came to be, emanating from our firm, bold name reflecting the movement’s spirit.
LBB> The relay featuring inspiring seniors is a powerful visual statement. How were the seniors selected, and can you share some empowering stories each represents in the campaign?
Zara> We wanted to get diverse older persons—with different stories and strengths. The Strong Silvers, Mr Victor and Mr Ngai, need no explanation. Everyone was in awe of their drive, determination and impossible discipline. Mr Victor, for example, was a champion bodybuilder turned triathlete turned ultramarathoner who somehow managed to find time to cook meals for his French Bulldog. As a village boy, Mr Ngai started weightlifting in China with literal boulders instead of dumbbells.
However, we also wanted to highlight seniors who are active and robust in different and unorthodox ways, whether it’s Adam, who quit smoking after 30 years and still runs 5km every day, Jack Neo, who started leading a fitness group for seniors during the Pandemic, or Bridget Jeet Pereira, who passed on her love of sport to a family of track medalists.
LBB> The route that spells 'BOOMER IS OK' during the relay is a creative clapback to the dismissive phrase 'OK Boomer.' How did you decide on this particular catchphrase, and what message do you hope it sends to the audience?
Zara> These days, ‘Boomer’ has become a shorthand for everything terrible, old, and outdated. ‘Okay, boomer’ is the go-to comment section insult when scams happen, views are different, and there’s any disagreement. We wanted to subvert this phrase with a powerful gesture that takes back the word meaningfully.
LBB> The relay running tee designed by Mr Sabotage adds a stylish touch to the campaign. Can you elaborate on the design choices and how the customised tee aligns with the campaign's message?
Zara> We wanted to partner with someone with exceptional technique and unique style who could translate the defiant spirit of our mission into a tough but beautiful statement outfit. We instantly thought of Mark Ong (a.k.a Mr Sabotage) and how his deep roots in the local and global streetwear scene perfectly aligned with our runners' daring confidence. He was dedicated and excited about the collaboration from the get-go and worked closely with us to bring these limited-edition running kits to life.
We kept the brief pretty loose to give him the headspace to bring his signature style to the designs while elevating our message. What came to be was a marrying of the orange breaking-shard motif in our BreakTheSilverCeiling logo and Mark’s signature tiger camo print to create a design that carried that rebellious energy of the movement and was visually striking on and off the running track.
LBB> Beyond the campaign period, how does AIC plan to sustain and build upon the positive shift in societal perceptions towards seniors initiated by 'Break the Silver Ceiling'?
Ludovica> We aim to fortify the campaign by welcoming partners and brands that share our progressive vision of breaking the silver ceiling and constructing an inclusive society for our seniors. Our goal is to tackle all the different kinds of societal biases directly impacting older people, preventing them (and, therefore, all of us) from living life to the fullest.
