Canada Safety Council PSA Campaign Old Age is Not a Crime
Countless seniors in Canada are prisoners in their own homes and living situations, often tucked away from public view. This means that elder abuse is able to go unchecked and is severely underreported. With only a few truly horrific stories briefly entering the news cycle, we had to shine a spotlight on what is happening to our most vulnerable population in a way the public could not ignore.
To show that the living conditions of our most vulnerable population are far too similar to those of our most harshly punished criminals, we turned real senior citizens into criminals and convicted them of growing old. We plastered their mugshots all over the country with headlines that highlight the severe punishments many seniors face just for being elderly.
The PSA campaign ran in print, out-of-home, digital and social during National Senior Safety Week.
The work was Short listed at the 2020 Clios for Public Service: Print.
