As India celebrates it's 60th year of Independence, HelpAge India salutes the spirit of India's 60 plus senior citizens through its's "Proud2B60: Who Are You Calling Old?" campaign. The campaign is aimed at reinforcing the fact that today's senior citizens are active, healthy, contributing in a large way to society and to beat the age old myth that life does not stop at 60. It is about this new breed of older people who are breaking stereotypes and proving their worth to the society.
New language, imagery, and stories are needed to help older people and the general public re-envision the role and value of elders and the meaning and purpose of one's later years. |
