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2011 press releases

ICAA challenges marketers: "Do you have what it takes to reach the 50+ consumer?"

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International Council on Active Aging now accepting entries for first annual ICAA Rebranding Aging awards

VANCOUVER--As part of the recently launched ICAA's Changing the Way® We Age Campaign (, the International Council on Active Aging has introduced the first annual ICAA Rebranding Aging Awards. The awards will recognize excellence in marketing wellness-oriented products, programs or services to consumers ages 50 and above.

“Our campaign is not just about alerting people to ageist stereotypes in the media and marketing materials. We are actively encouraging and promoting efforts to present positive and realistic portrayals of aging,” says ICAA’s CEO Colin Milner. “Research has shown that the majority of older adults are turned off by the marketing messages that are currently aimed at them. With our Rebranding Aging awards, marketers have an opportunity to show the burgeoning population of older adults that they understand their needs and desires.”

Entries will be accepted online on the campaign website ( through September 10, 2011. Companies may submit entries on behalf of their business or organization in all four categories, but no more than one entry per category.

Contest entries will be evaluated by a panel of ICAA and 50+ marketing experts, in four categories:

Sales brochure
Direct mail

Marketing materials will be judged on overall creativity and effectiveness in connecting with the 50+ market, and adherence to the goals of ICAA's Changing the Way® We Age Campaign.

Gold, Silver and Bronze winners will be announced at a special "Rebranding Aging" marketing session at the ICAA 10th anniversary conference in Orlando, Florida, on December 1, 2011. Winning entries will be highlighted on conference presentation boards and receive recognition in a feature article in ICAA's flagship publication, Journal on Active Aging.

ICAA’s Changing the Way We Age® Campaign is dedicated to changing perceptions of aging and overturning ageist stereotypes. The campaign has two streams: Rebranding aging, which is focused on the media and marketers; and ICAA Champions, which is focused on older adults and youth. To learn more, visit

About the International Council on Active Aging (ICAA)
The International Council on Active Aging® is the professional association that leads, connects and defines the active-aging industry. ICAA supports professionals who develop wellness facilities, programs and services for adults over 50. The association is focused on active aging—an approach to aging that helps older adults live as fully as possible within all dimensions of wellness (i.e., physical, social, environmental, vocational, intellectual, emotional and spiritual)—and provides its members with education, information, resources and tools.

As an active-aging educator and advocate, ICAA has advised numerous organizations and governmental bodies, including the US Administration on Aging, the National Institute on Aging (one of the US National Institutes of Health), the US Department of Health and Human Services, Canada’s Special Senate Committee on Aging, European Commission, and the British Columbia ministries of Health, and Healthy Living and Sport.

ICAA has launched the Changing the Way We Age® Campaign (, as part of the organization’s efforts to change perceptions of aging and overturn ageist stereotypes.
* Chasteen A L, Bashir N Y, Gallucci C, & Visekruna A (2011). Age and antiaging technique influence reactions to age concealment. The Journals of Gerontology, Series B: Psychological Sciences and Social Sciences; [accessed August 25, 2011]

For interviews please contact:

Contact: Colin Milner, CEO, ICAA
Toll-free: 1-866-335-9777 (North America)
Telephone: 604-734-4466; cell: 604-763-4595

Contact: Marilynn Larkin
Communications Director, ICAA

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