Age is Just a Number

This brief addresses the need for imagery that authentically depicts our aging population in Australia. Baby boomers are underrepresented in stock imagery. Australia’s older generations lead exciting lives and are healthier than ever.

They’re working long, living longer, and they’re embracing modern technologies.   


We want to break away from the image of an older man or woman shut away in a nursing home. We want to represent Australians over 50 through a collection of lifestyle imagery that reflects their actual lived experiences: think shopping for pleasure, travelling solo and with friends, working post-retirement age, being active with kids and grandkids and using technology. We would like to see aspirational and positive imagery of the increasingly active mature population of Australia.

Check out this mood board for inspiration.

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