AIC Launches Empowering “Break the Silver Ceiling” Campaign to Challenge Age Stereotypes

The Agency for Integrated Care (AIC) is set to revolutionize perceptions surrounding ageing with its groundbreaking campaign, “Break the Silver Ceiling.” Running from 9 January to 5 February 2024, this initiative aims to dismantle stereotypes and spotlight the capabilities of seniors, challenging societal norms on ageing in Singapore.

Video Campaign: “Boomer is OK” Celebrates Seniors’ Vitality

Leading the charge is a compelling video titled “Boomer is OK,” featuring the dynamic trio of Jack Neo, Bridget Jeet Pereira, and Adam Abdul Rashid in their 60s, alongside Victor Chan and Ngai Hin Kwok from Team Strong Silvers, who are in their 70s. This video, to be showcased on Facebook, Instagram, and YouTube, aims to celebrate the vitality and strength of seniors, promoting a positive narrative surrounding ageing.

Walking in Solidarity: Join Jack Neo’s “Pa Pa Zao” Walking Group

Jack Neo, a passionate advocate for the campaign, invites the public to join his walking group, “老朋友趴趴走” (“Pa Pa Zao” / PPZ / @papazaosg), on January 28, 2024. This free five-kilometer walk along the scenic Punggol waterfront seeks to demonstrate solidarity and support for AIC’s “Break the Silver Ceiling” campaign, encouraging a collective effort to combat ageism.

Collaboration with Mr Sabotage: Fashion Meets Advocacy

In a groundbreaking move transcending generational boundaries, AIC has collaborated with renowned local streetwear designer Mark Ong (Mr Sabotage/@SBTG_Official) to custom design and produce running tees for the relay runner personalities in the “Boomer is OK” video. This collaboration not only showcases the vibrant, youthful spirit of seniors but also aims to reach a broader audience, fostering a sense of unity and inclusivity.

TikTok Challenge: Breaking Barriers with Seniors’ Prowess

As part of its digital outreach, AIC will launch the #BreakTheSilverCeiling Challenge on 15 January 2023, on its TikTok page (@aicsingapore). The challenge will feature social media video clips demonstrating seniors’ prowess in various activities, challenging viewers to break records set by these inspiring individuals using a specially designed TikTok filter. This initiative emphasizes that age is no barrier, both physically and mentally, encouraging individuals to challenge stereotypes and embrace the limitless potential that comes with age.

The “Break the Silver Ceiling” campaign by AIC promises to redefine the narrative on ageing, encouraging a society where individuals of all ages can thrive and break free from limiting stereotypes.