SunLife: Welcome To Life After 50

SunLife, a UK-based insurance business, tackled the issue of ageism in advertising by introducing a TV, radio and social campaign that featured real people in their 50s engaging in their passion.

Campaign background

The over 50 market had had enough of being patronised in advertising.

SunLife wanted to give them an authentic voice and show how these years could in fact be the best of your life.

Strategy

Sunlife and Mother knew there was an opportunity for a challenger brand to show everyone over 50 there's an alternative to the norm.

They also knew that this growing audience - by 2030, 40% of the UK population will be over 50 - is still largely ignored by advertisers.

So they undertook two tranches of research.

The first, ethnographic - going round the...

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