Columbia Pacific Communities launches digital campaign to break age-related stereotypes

The digital film – Love, Not labels, shatters stigmas around old age by urging people to re-evaluate their perception of ageing

e4m by exchange4media Staff
Updated: Jul 7, 2019 10:00 AM
Love Not Labels

Caught in a web of stereotypes, older adults in our society are not imagined beyond rocking chairs, strictly scheduled meals, and routines. Attempting to shatter age-related labels attached to retired life, Columbia Pacific Communities unveils a digital campaign #Relearn to celebrate older individuals beyond adjectives that they are linked with.

For the majority, the concept of ageing is still a mysterious one. As one gets older, negative connotations of loneliness and deteriorating health start seeping in. To bring a fresh outlook to this, the digital film – Love, Not labels, shatters stigmas around old age by urging people to re-evaluate their perception of ageing.

Speaking about the sensitivity of the subject, Mohit Nirula, CEO, Columbia Pacific Communities, says, “We live in a world where stereotyping has become the norm. Battling the labels associated with older adults, their fun-loving and adventurous sides are still unexplored. Committed to senior care worldwide, at Columbia Pacific Communities, we believe in positive ageing as a way of approaching life. Our campaign #Relearn debunks and discards the long-pervading stereotypes associated with ageing through engaging conversations leading to a fresh perspective.”

As a part of the campaign, there are short format videos on shattering age-related stereotypes, positive aging, and influential senior citizens such as Padma Shri awardee former Indian cricketer Syed Kiramani, ex Infosys CFO Mohandas Pai and fashion guru Prasad Bidapa talking about the perks of growing old and the power of positive aging.

Highlighting the spirit of the film – Love, not labels, Piali Dasgupta, Vice President - Marketing, Columbia Pacific Communities, says, “We live in a society where we inadvertently stereotype our senior population. Our digital film aims to remove embedded prejudice and is a fresh and realistic take on the senior cohort of society. We encourage viewers to relearn everything they knew about old age and take this very important message of positive ageing forward.

The golden years are for finding new hobbies, starting new businesses and growing new networks. The campaign thus aims to rethink age and ageing and urges people to join the conversation around the same.

Love, not labels

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