Adweek- Acclaimed Photographer Platon Illustrates Poverty Among Seniors Adweek-Photographer Platon Illustrates Poverty Among Seniors
By Patrick Coffee | August 23, 2018
Grey's latest brings attention to this ongoing problem
One in seven American seniors currently lives in poverty, with millions relying on benefits and the generosity of family and friends to meet even their most basic needs.
AARP Foundation president Lisa Marsh Ryerson said this hidden symptom of the United States’ ongoing economic recovery is “a widespread and deeply disturbing problem”—and it’s central to the latest campaign by the organization’s agency of record, Grey. The PSA effort, titled “The Face of Poverty Isn’t Who You Think,” includes two TV ads that dramatize the daily struggles of seniors looking for ways to afford essentials like hot water and health.
“Even when you prepare, life doesn’t go as planned,” reads the copy in the spots, which direct viewers toward the website of the AARP’s charitable foundation.
“These ads are a call to bring senior poverty out of the shadows and into the mainstream American narrative,” said Ryerson. “They’re a rallying cry for action that fosters resilience, strengthens communities and restores hope.”
A second, seemingly sentimental spot quickly turns into a horror story that is all too common for seniors.
Aug 23, 2018