As the challenge is to change the perception of our ageing population through awareness/protest supported by Age UK, the distribution of firstly the posters is key as society is failing to value and harness older people’s skills, knowledge and experience. Therefore the positioning of the posters needs to be well considered for the campaign to succeed.
During a feedback session I discussed the opportunities the campaign has for the posters and my peers encouraged me to look where ageism is the worst in the UK. From research I discovered that more than one in four are 'treated differently to younger colleagues' in the workplace. Research proves millions of older workers claim they are ignored, passed over for promotion or seen as "part of the wallpaper", and Nationwide Building Society found 27 per cent of working sixty-somethings feel they are dealt with differently in comparison to other workers. Also old people complain of being given the "worst jobs" to sort out, feeling their opinions are not respected, feeling bullied, feeling ignored as they near retirement and being expected to be more reliable.
As I stated in the brief that the target audience is broad as everyone needs to tackle ageism but if anything is to change it has to happen at the root of the problem. Therefore a vast majority of the posters would be distributed to be in and around the workplace to encourage employees to think differently about old people in the working environment. I've mocked up a number of posters in environments you'd expect to see the campaign with examples such as the tube as this is a common commute for thousands of workers on a daily basis.
Above is another way of distribution thatll be utilized as the Age uk campaign will be advertised on the charities website, which will allow people to get involved with the campaign. Furthermore this is an opportunity for Age uk to spread the awareness of agesim but online.
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