SAY YOUR AGE: Use your power. 

Clients
LiveOn NY 

Services
Creative + Strategy
Content Management
Media Planning  

Aging is a natural and valuable part of life experienced uniquely by each individual; yet, in the US, aging is often undervalued and ageism —discrimination based on age—is widespread. Leading research reveals many older adults face this bias regularly.

LiveOn NY’s work is centered on making sure that New York is a great place to age. The nonprofit association with 100+ member organizations in the aging services sector does this through targeted advocacy, data-driven policy & innovative programs.

Our Approach to Changing the Narrative

Working with the nonprofit agency F.Y. EYE, the team created a multimedia campaign entitled SAY YOUR AGE (SYA), which debuted during Older Americans Month (May) to encourage people to rethink aging and challenge common narratives. The campaign featured a PSA, a “participatory photo project,” and social media content showcasing older New Yorkers embracing their age and defying stereotypes.

The team garnered support from NYC Council Member and Chair of the Aging Committee, Crystal Hudson, who attended the launch event. Throughout the month, SYA photo frames were distributed to NYC centers, allowing them to highlight their members and form discussion groups.

Maura worked with the LiveOn NY team to: 

  • Develop a strategic framework for launching and implementing the campaign, including content and messaging.
  • Engage executive directors of member organizations to partner on the project.
  • Create a media plan to distribute the PSA via LinkNYC kiosks and the F.Y. EYE PSA Network.
  • Visit multiple organizations to interview older adults and capture their stories.

Our Impact

The SAY YOUR AGE message spread far and wide and the campaign served as a platform for sharing positive stories of active older adults who are contributing to their communities and the economy. Thanks to a donation from LinkNYC, the PSA was distributed throughout the city via scores of digital kiosks reaching hundreds of thousands of New Yorkers. The LinkNYC distribution made a powerful statement and also garnered press coverage. Organizations like SAGE, AARP, and UJA joined the SYA movement. Together, our work not only challenged existing stigmas and started conversations, but the work of SAY YOUR AGE continues to shape the narrative around aging in the public square.