Help the Aged Scrap it Campaign project overview

We were approached by Help the Aged to come up with a concept for their new 'age discrimination' campaign. 'Scrap it' was born. After the concept, we booked the theatre, photographer and models; and sourced said 'scrapheap'. Easy.

What happened:

Help the Aged's aim was to tackle age discrimination in the same way race and sexual discrimination had been in the past. The issues touched on health, education, social care and employment. Our brief was to give them an image that every newspaper would want to print and a campaign that would lend itself to grassroots campaigners and decision makers.

Why it was good:

We asked the question, when does age discrimination start? In your 60's, 50's, maybe in your 40's? Should people when they get older be put on the scrap heap? The Scrap It campaign was born. Pensioners chained themselves together in skips. Banners were dropped down buildings and the press campaign was massive.

When it was finished:

Policy was changed. It's against the law to discriminate because of someone's age. Nominated for a PR Week Award.

We are a multi disciplined agency who provide a complete creative service. Every concept we produce aims to answer the brief and go that extra mile. We are passionate about our work, we only work for people we like working for and we only produce work we are proud of.