Launched as a Lions District Project in 1995, Lion Befriender's programmes and services have benefitted more than 86,000 lonely andsocially isolated seniors since inception. Today, Lions Befrienders continue to keep their seniors holistically engaged by building up their social infrastructure in tandem with physical infrastructure, to enable the seniors to age confidently in place.

With populations ageing rapidly across the world, it is incumbent upon society to reflect upon the attitudes and perceptions of old age. Ageing is a gradual, continuous process of natural change that begins in early adulthood. The perception of old age changes as people age. Some older adults are becoming actively involved in many aspects of community life. While some are often distracted by the negative social attitudes.

Old Is Bold is an Ad-Campaign that is executed by a group of five students from Singapore Polytechnic. This campaign is split into varying deliverables for different stages:

for the pre-launch, we will have the 3 print ads released, together with the Spotify story podcast and the Instagram page launch. The spotify podcast and instagram page will also last throughout the whole campaign.

Moving on to the launch, thats when the manifesto video will be released, on the website, IG page as well as in out of home channels. The website events launch will be released at the same time and people can start signing up for the events. Both of these items will also last throughout the campaign.

And lastly for the post launch, an Instagram selfie challenge that will be initiated to make the campaign self-run since the content will be produced by the audience themselves.

To state, Old Is Bold is targeted to the younger generation through these interactive and thoughtful events will be the step in the right direction to change the perceptions of our generation to be the ones to influence the rest, and create a more harmonious and connected community for both the young and old

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