Ending The Age Of Invisibility

Our groundbreaking free editorial-style 50+ women stock imagery project, in partnership with charity Centre For Ageing Better

Ageism Is Never In Style and Centre For Ageing Better Stock Image Midlife Women

Ageism Is Never In Style and Centre For Ageing Better Stock Image Fashion

Ageism Is Never In Style and Centre For Ageing Better Stock Image Workplace

To improve the lack of and poor representation of 50+ women in media, Ageism Is Never In Style® partnered with charity Centre For Ageing Better to create & produce a collection of FREE editorial-style stock images that authentically portray and celebrate real 50+ women.

The images are available for free download from Centre For Ageing Better’s Age Positive Image Library and Unsplash.

Ageism Is Never In Style® led & directed the project at every stage, producing a collection of 50 images.

It began with us conceptualising the project and designing and publicising a survey to further inform the project. The survey had nearly 600 responses and provided invaluable insight and direction, as well as further highlighting the extent of the issues around lack of poor representation.

Following this, we launched a UK open casting call for women aged 50 and above, which led to 250 applicants. We cast 6 women in their 50s and 60s for the project.

The photoshoot itself was directed and produced by the Ageism Is Never In Style team, who created, led and executed all creative decisions - pre, during and post production.

Finally, we strategised and executed a publicity campaign to publicise the project, which included creating complimentary social media content, PR outreach, press coverage and, of course, our viral, global #ILookMyAge campaign (45+ million UGC views).