• by Fern Siegel , May 10, 2024

Aging is a fact of life. Rather than fear it — or mock it, as many have done with President Biden — it's time to face reality.

That's the premise behind the “Aging Is Life” campaign for Aegis Living, the senior-living provider with 36 communities in Washington, California and Nevada. 

The new campaign, by Little Hands of Stone, is airing throughout the Northwest, consisting of TV, digital spots, radio, print and OOH.

The creative ditches the cliches of most senior living/assisted living marketing, where smiling seniors are either accompanied by caring attendants or they are sipping wine on a luxury terrace. "Aging is Life" strikes a more understanding component. It treats aging as a natural part of life.

“Our priority for Aegis was to break through the ‘sunsets-and-pickleball’ clutter and develop a deeper emotional bond with our audience by acknowledging the wildly complicated, bittersweet realities of getting older,” Matt McCain, co-founder, Little Hands of Stone says. “We are all humans experiencing aging together.”

McCain says most advertising in this category doesn't acknowledge the real fear and pain families endure when "handing their vulnerable loved ones over to paid strangers.”

That's why the TV spots begin with a newborn and type that reads: "future old person." Then, its journey begins, a potent reminder that aging is part of the life cycle.

"Getting older is a wild, unstoppable series of joyful, beautiful, painful events that we get the privilege of experiencing for as long as we’re allowed," says agency co-founder Michael Boychuk.