ABOUT

The World Health Organization asked us to develop a campaign to help spread the message about the detrimental effects of ageism - not just against older people, but also younger people entering the world of work.
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The challenge was that the campaign had to be rolled out in English, Spanish and French.
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We realised that the word for "age" in all three languages appear in various"negative" words, words that quite often express how victims of ageism are left feeling. While we incorporated these negative words throughout the campaign, we included words with a positive sentiment towards the end of the campaign when we flipped the sentiment and encourage social media users to join the movement to end ageism.