The campaign is part of the promotion of the 1st edition of the Ibero-American Silver Economy Forum
Discrimination against professionals over 50 years old in the job market has become a global challenge, according to the United Nations. Thinking about expanding this discussion, the Ibero-American Silver Economy Forum organized its first edition, which will take place between October 2nd and 4th, in Panama City.
In addition to panels dedicated to the subject, an international campaign to combat ageism will also be presented, signed by beGiant Advertainment, partners Guga Lemes and Felipe Barahona.
The project has an entertainment platform, with the song “Quem Disse Que Tarde?”, composed by Andr Abujamra, and a three-minute music video that will be shown on TV, streaming platforms and social networks.
The action aims to change the negative perceptions associated with aging and highlight the significant contributions that senior people bring to society. In the song, Andr Abujamra raises relevant questions about ageism such as “who said it’s late, to work, to study, to teach, to transform?”.
In addition to the launch of the clip, the campaign includes the activation of influencers, with pieces in Portuguese, Spanish and English.
“It still surprises many that it is not just health. However, the portrait reveals a reality that we need to deal with: workers are being excluded from the job market at an increasingly earlier age due to ageism, our population is aging and there are still no effective mechanisms to include these people socially and economically on a scale. The exclusion of millions of people +50 from the labor market is reflected in the impoverishment of families, an increase in public spending and a decrease in the productivity of companies that do not benefit from experience, creativity and energy multigenerational”, said Arletty Pinel, creator of Frum.
The Plateada Economy Forum will have the participation of 22 countries and 5 thousand spectators. The event is supported by international entities such as the United Nations Population Fund (UNFPA), Aging 2.0 and the World Business Angels Investment Forum (WBAF), an affiliate of the G20 Global Alliance for Financial Inclusion (GPFI).
