Pfizer encourages new beginnings as part of aging campaign

This is the fourth year of Pfizer's initiative, which challenges people to redefine what it means to grow old.

NEW YORK: In the fourth year of Pfizer’s Get Old campaign, the pharmaceutical company is encouraging people to embrace new beginnings at an older age.

The tagline of the effort is "Get Ready. Get Set. Get Old."  In a video entitled Commencement Day, Pfizer spreads the message that there is no pre-determined age for embarking on a new initiative.

The campaign uses the examples of people in their 40s, 50s, and 60s buying their first home, starting college, or going on a first date. The latter depicts a same-sex couple, which is a first for the company.

Sally Susman, EVP, corporate affairs at Pfizer, said featuring the couple was about "a desire to reflect society as it is."

A survey by Harris Poll and Pfizer found that most Americans believe younger ages are the best time to have key life experiences such as getting married or earning a college degree. For example, 95% of Millennials said their ideal age to marry is younger than 40, while 62% of Generation Xers and 60% of Baby Boomers echoed that sentiment.

"This year, what came through in the survey data is there’s still a bias that people think you should do new things when you’re young," said Susman. "We think you should do new things all throughout your life."

Despite a persistent belief that young people are at an advantage in experiencing new things, society is "on the precipice of a new era for what it means to get old," Susman said. She pointed to the popular Netflix show Grace and Frankie, in which the stars are in their 70s, and to two Democratic presidential candidates, who are in their 60s and 70s.

Pfizer revamped the website GetOld.com and is also promoting the effort through social media. 

W20 Group is helping with PR for the campaign, and Huge is the creative lead.

Get Old launched in 2012 with the aim of fostering candid conversations about aging and redefining what it means to grow old. The campaign includes partners such as the Alliance for Aging Research, American Sexual Health Association, and the National Alliance for Caregiving.

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