Award: Gold
Award Year: 2025
Category: Diversity, Equity & Inclusion
Executive Summary
Singapore is ageing rapidly, but ageist beliefs still hold people back. Decades of cultural conditioning have reinforced stereotypes of frailty, dampening motivation to stay active and independent. The Agency for Integrated Care (AIC) set out to change this with Break the Silver Ceiling, a campaign that spotlighted real older Singaporeans living boldly. By rewriting the visual narrative of ageing, it sparked a cultural shift that doubled positive attitudes toward ageing across generations, marking the start of a more inclusive, empowering view of later life.
Lead Agency
The Secret Little Agency
Eunice Tan, Group CEO
Elnathan Heng, Mother (Account Manager)
Client
Agency for Integrated Care
Eva Lim, Head of Integrated Comms & Marketing