News

City of Toronto launches anti-ageism campaign with fake ‘aging cream’ posters

City of Toronto launches anti-ageism campaign with fake ‘aging cream’ posters
Canada
Larger font Increase article font size

A+

The City of Toronto is working to combat ageism in the workplace with a new campaign, complete with fake “aging cream” posters.

The campaign launched on Nov. 4 with posters placed throughout the city advertising a cream that would make people “look older.”

On Tuesday, it was revealed that the cream was made up to garner attention and make people aware of stereotypes they may hold of older adults.

“We initially promoted a fictitious product to kind of play on the beauty industry and the promotion of anti-aging products, but then a week later we revealed that the aging cream isn’t real, but ageism in the workplace is,” said Andrea Austen, the manger of seniors services for the City of Toronto.

“We wanted to find a creative way to get people’s attention and start a conversation.”

New posters are now being rolled out, explaining the initiative.

“Ageism is the most socially accepted, normalized and tolerated form of discrimination today,” the city says of the campaign on its website.

“Ageism, like racism and sexism, stems from the assumption that all people of a group (i.e. older people) are the same. Within the workplace, older adults are less likely to be hired, receive training and experience more discrimination than their younger colleagues.”
Read more on globalnews.ca
News Topics :
RELATED STORIES :
Science
Researchers at Cornell University have shown for the first time that it is possible to reduce ageist attitudes, prejudices and stereotypes through education and intergenerational contact. advertisement Ageism is the...
Science
Ever cracked a joke about old people It might seem funny, but in a world where the population aged 60 or over is growing faster than all younger age groups,...
Entertainment
And yet, on the other hand, being a senior can also bring the worst of times. Not because of a lack of wealth or health, but because of ageism...
Health
The World Health Organization WHO analyzed data from the World Values Survey  and found that, of the respondents from 57 countries, 60 per cent felt older people weren’t respected. Interestingly, the lowest...
Entertainment
While much of the conversation around this shift has focused on public policy relating to how the country s resources will continue to support Canadian seniors, there is also an...