Anti - Ageism: Passion

In this, part one of a two-part campaign, the goal is to disrupt the unthinking assumptions behind ageism. Five young faces with old eyes superimposed each personify one of five attributes that "never gets old," specifically passion, leadership, creativity, courage and intelligence. The campaign, created by Most Likely To, runs as hanging street banners, as giant wallscapes, and on transit media including train station digital display, bus tails and bus shelters.
In part 2, not yet released, the goal will be to increase usage of San Francisco's programs and services for the aging. (Older adults are San Francisco's fastest growing age group, and by 2030 over 30% of the city's residents will be age 60 or older.)