‘Opportunity Age’ is a six-month campaign focusing on the first UK Older People’s Day on 1 October.
The themed day aims to tackle ‘outdated stereotypes’. It will also celebrate older people’s positive contribution to society.
Red managing director Andrew Baiden said: ‘People often put those in the 50-plus age group into categories that mean they are less able to get a job. ’
He added that the campaign will have an upbeat and celebratory tone, while acknowledging the communications nuances required across the 50-plus demographic.