Winners of ICAA's Rebranding Aging awards.

“Research shows that relatively few marketers focus on the older-adult demographic, and most of those who do get a failing grade. We need shining examples from people who ‘get’ this market so that others can look and learn from them,” says Colin Milner, CEO, International Council on Active Aging (ICAA). “By recognizing these trailblazers, we are providing tools to guide the efforts of other marketers going down this path. Our winners show it’s very possible to create compelling marketing pieces without reinforcing stereotypes.”

The following organizations were honored for helping to rebrand aging by positioning this life stage in a realistic and positive light, rather than as a burden.

 

Criteria for awards: ICAA received submissions from organizations throughout the United States and Canada. Awards were made by a panel of experts on the 50+ market. The criteria were as follows: Message and imagery resonates with the target audience and/or evokes positive image of aging (30%); call to action is clear and compelling (30%); ad layout and graphic standards are appealing and appropriate for the target market (20%); overall uniqueness and creativity (20%).

Videos

2011 Toyota Venza commercial

Coca Cola ad

TC Bank "Dream Rangers" - il Sogno

Advantage grandpa