Aging is an Active Verb

LeadingAge California created a multi-media public education campaign that promotes the theme "Aging is an Active Verb." The public education effort redefines aging as a lifelong process everyone experiences rather than a label placed on the elderly.

Find out more about "Aging is an Active Verb" by clicking on a topic heading below.

• "Age is just a number, II" (60 seconds)
• "La Edad es Solo un Número, II" (60 seconds)
• "Age is just a number, II" (30 seconds)
• "La Edad es Solo un Número, II" (30 seconds)
• "Age is just a number, II" (30 seconds, alternate)
• "La Edad es Solo un Número, II" (30 seconds, alternate)
• "Age is just a number" (60 seconds)
• "Age is just a number" (30 seconds)
• "Age is just a number" (30 seconds, alternate)
• "Advantage Grandpa" (30 seconds)
• Creative development

"Age is just a number, II" (60 seconds)

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"La Edad es Solo un Número, II" (60 seconds)

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"Age is just a number, II" (30 seconds)

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"La Edad es Solo un Número, II" (30 seconds)

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"Age is just a number, II" (30 seconds, alternate)

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"La Edad es Solo un Número, II" (30 seconds, alternate)

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"Age is just a number" (60 seconds)

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"Age is just a number" (30 seconds)

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"Age is just a number" (30 seconds, alternate)

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"Advantage Grandpa" (30 seconds)

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Creative development
Television stations throughout the state have aired the public service announcements. Produced by LeadingAge California, formerly Aging Services of California, the spots encourage viewers, particularly baby boomers, to plan ahead to ensure their aging experience is healthy, safe, independent and active.

The PSAs are the centerpiece of the associations' statewide, multi-media public education campaign, which promotes the theme "Aging is an active verb."

The PSA "Age is Just a Number" juxtaposes stories of everyday seniors with active, productive lives with archival film of famous individuals who have accomplished extraordinary feats later in life. "Advantage Grandpa," follows an active senior enjoying a variety of recreational activities while his visiting grandson declines requests to join in, preferring to play his hand-held electronic game. Both spots include the tagline "Learn more at aging.org." The association- sponsored public- interest website offers practical information on the expansive range of senior support services and helps prospective consumers locate providers of nonprofit senior living and care throughout the state.

Lights shine on residents
Filmed in Northern California, the productions feature several talented local seniors -- including senior advocate Marjory Parker, a resident of Paradise Valley Estates in Fairfield, as she enters the State Capitol; and Mattie Raeford, a resident of Pioneer Tower in Sacramento, as she begins a new writing project. More seniors are highlighted reading to schoolchildren, swimming laps and enjoying various other recreational activities.

Mattie Raeford on computer in "Age is Just a Number" PSA.	Marjory Parker at Capitol in "Age is Just a Number" PSA.
Swimmer William "Stan" Aldrich in "Age is Just a Number" PSA.

The project's production team, Pilotfish Productions, includes writer/producer Zac Greenbaum, director/editor/producer William Philbin and cinematographer Cliff Traiman.