Campaign Spotlight

Campaign Spotlight: This International Women’s Day, Evergreen Club pushes against the narrative of #LadyActYourAge

MUMBAI, INDIA – Evergreen Club, the online community for older adults has launched their Women’s Day campaign #LadyActYourAge highlighting age-related stereotyping faced by elderly women in everyday life. As per a recent report, the aging population in the country has grown 34 percent between 2011 and 2021, and so has the loneliness and typecasting amongst this age group.

Through a video, this social media campaign by Evergreen Club explores the conflicting messages women have been given about how they should look, live, and behave as they get older.

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#LadyActYourAge acts as a powerful reminder for each one of us to change our actions, the way we speak, and the expectations we as a society put on older women. It also reminds us to beat gender and age-related stereotypes, and give elderly women the freedom to make their own choices.

https://www.instagram.com/tv/CaqlN6JsiL_/?utm_medium=copy_link

Speaking on the new campaign, Tapan Mishra, Founder, Evergreen Club, said, “Our society often expects that older women need to behave a certain way and act according to their age. And during my conversations with [Evergreen] Club members, I constantly observe how they have been breaking the stereotypes they have been subjected to. This IWD, we aim to highlight these issues so that people take cognizance of the same and take it upon themselves to spread the message to create a sensitive world for the elders, and more so, for the elderly women.”

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