Design and strategy for an experiential campaign.
A self initiated University project, 2024.
55% of adults in England believe that the UK is ageist (from a survey by the Centre for Ageing Better in 2021). Compounding this, gendered social expectations are highlighted by the fact that women feel less positive about ageing than men do – 53% versus 40%. Women’s social value is tied to a youthful physical appearance. Once they reach midlife, their voices are silenced and opinions overlooked as they disappear from public view.
“As I age I want to be valued for my years of experience and wisdom. I’m not going down quietly!”
- Survey participant A, 50-55 year old woman.
The Visible Campaign aims to open eyes to this societal invisibility, initiate conversations, and begin to change attitudes. The dichotomic strategy targets the overlookers in stage one - ‘INVISIBLE’, and impacts the overlooked in stage two - ‘VISIBLE’.
Blank posters appear around a number of UK cities.
Triggered by motion sensors, the visuals appear as users approach them. Directing towards the experience in their city.
Inside the experience, surrounded by screens, the user is enveloped by vibrant colours and bold shapes. Music plays out of speakers lining the walkway. However, this time, when sensors detect the user passing the visuals disappear around them. As do the sounds.
Until the final screen that activates as they approach it...
The QR code leads the user to show their appreciation for an older woman in their life. Tasked to seek out their valuable words of wisdom, they generate unique and personal content for the next stage of the campaign.
For one week every blank poster from the first stage spotlights the user generated content. Featuring ‘Visible Women’, and valuing their voices.
A month after the posters, each user receives two mugs that emulate their unique content.
These are heat activated, encouraging users to spend time with their loved one. Sharing conversations over a cuppa, and further extending the campaign’s impact to the women involved.
It doesn’t end there. Rome wasn’t built in a day.
The first campaign introduces the idea and builds recognition.
Stage two’s flexible strategic model is designed to be reiterated in the future. Available to be picked up by events, attendees can generate content for specific posters during the event.
This aims to keep older women heard and seen across a plethora of arenas, continuing to shape society for the better.
An example for the Wimbledon fortnight.
