The Agency for Integrated Care has launched a campaign to redefine modern ageing and inspire a positive shift in societal perceptions towards seniors.

The Agency for Integrated Care has launched a campaign called “Break the Silver Ceiling”, which aims to challenge ageism, redefine modern ageing and inspire a positive shift in societal perceptions towards seniors. Just as glass ceiling limits us at work, age stereotypes often limit our potential in life.

The campaign in collaboration with The Secret Little Agency includes a unique identity with graphic elements of shards, empowering Singaporeans to shatter the preconceived notions of ageing and redefine how we think, live and age. The movement underscores AIC’s commitment to taking back the narrative on ageing, to transform how Singaporeans perceive ageing and inspire everyone to live life to the fullest at every age.

The campaign includes a video of a relay, a bold statement showing the world that there is no limit to ageing featuring five inspiring seniors who have encountered ageism in various forms – Adam Abdul Rashid, 66, a former police officer and our everyday man democratising active living for all ages; Bridget Jeet Pereira, 63, the inspiration (and mother) of sprint queen Shanti Pereira; Team Strong Silvers – Victor Chan, 71 and Ngai Hin Kwok, 74 – seniors dedicated to defying stereotypes of ageing; and Jack Neo, 63, a Singaporean film director bringing playfulness and fun to ageing. The five come together to run a route that spells the catchphrase “BOOMER IS OK”, a clapback to the retort “Ok Boomer” often used to dismiss and mock seniors. Shared Victor, “People give comments all the time, saying ‘you’re old already, why do you still want to do rigorous training?’, asking me why I’m torturing myself. But this is not torture – I want to keep myself fit. I won’t give up, I want to prove to myself that there are still many things I can do.” Added Bridget: “I’m glad that my daughter is winning medals by breaking her own barriers and records and I hope to do the same in my own way. It is important to me that I stay active and continue pursuing my interests. Most recently, I picked up a new hobby of golfing with my husband! This is why the campaign to break this “silver” ceiling is meaningful – it is a reminder to everyone to change our mindsets about what seniors can do.”

Mavis Neo and Nicholas Ye, co-chief creative officers at The Secret Little Agency explained the campaign – “This campaign is a celebration of resilience, strength, and the limitless potential that comes with age. Our seniors aren’t just challenging prejudices; they are redefining the narrative around ageing in Singapore. ‘Break the Silver Ceiling’ is a call to action, urging everyone to embrace a new mindset and recognise the extraordinary capabilities of older adults,” said Mavis Neo and Nicholas Ye, co-chief creative officers at The Secret Little Agency.

Besides The Secret Little Agency, AIC has also collaborated with Singaporean streetwear designer Mark Ong AKA Mr Sabotage. He crafted an exclusive, customised relay running tee for the seniors, adding a dash of style to the powerful statement they are making.

The campaign runs from now to February 5, 2024, and will be featured across digital and social platforms. To participate in this campaign, the public may take part in our ongoing TikTok challenge from January 15. There are five records by five seniors that are waiting to be broken from 23 modeling poses to 32 jumping jacks.

Also, in support of the campaign, Jack has also extended an invitation to the public to join his walking group, 老朋友趴趴走 (“Pa Pa Zao”/ PPZ/@papazaosg) on January 28, 2024, in a collective effort to combat ageism. The free walk, which will cover five kilometres in scenic Punggol along the waterfront. To register, go to: https://forms.gle/H5tTQ2QKkjsaDKWp9.

For more details, please visit www.breakthesilverceiling.com.

(**PHOTO CREDIT: Agency for Integrated Care)