TALLAHASSEE, FL: Seeking to dispel the notion that aging necessarily leads to inactivity, Florida’s Department of Elder Affairs has launched a concentrated PR effort.
TALLAHASSEE, FL: Seeking to dispel the notion that aging
necessarily leads to inactivity, Florida’s Department of Elder Affairs
has launched a concentrated PR effort.
’The goal is to put a different spin on aging,’ said Murphy, Pintak,
Gautier, Hudome partner John Gautier, whose firm recently became the
issues and advocacy advertising arm of Shandwick (PRWeek, May 1). ’A lot
of the attention is focused on issues such as Medicare and Social
Security, but there’s really so much more to be said.’
As part of the PR campaign, the agency shot footage last month of Edith
Lederberg, executive director of the Area Agency on Aging for Broward
County and a Harley-Davidson aficionado. The footage will be used in
PSAs and a video.
’There’s all this talk about stereotypes of people who drive motorcycles
and wear vests,’ said Gautier. ’But when interviewing our 70-year-old
motorcycle-riding senior, we found she wasn’t the only one that didn’t
fit into the typical Harley image. Her motorcycle club sidekicks include
lawyers, dentists and even some law enforcement officers.’
Clearly, Lederberg is not the only elder Floridian who exemplifies what
some have dubbed ’positive aging’ - a point the PR campaign plans to
hammer home. Also filmed for the PSAs was Florida resident Evelyn McGee
Stone, who is currently recording a jazz CD. Additionally, billboards
showing former president George Bush skydiving and Florida State
University football coach Bobby Bowden will soon be erected.