Florida revs up to remake old age

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.

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.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in