AARP to Take On Ageism, Enlists Former Ad Executive Cindy Gallop

AARP has hired former ad executive Cindy Gallop to lead a campaign to counter the stereotypical portrayal of seniors in U.S. media and advertising, reports the Wall Street Journal . The group aims to reduce ageist-based discrimination that older Americans could face particularly in the workforce. "If you look at stock photos that are used to show the 50 plus, they tend to look confused or are shown as not being able to do something," notes AARP's Karen Chong. She says such images and messaging "reinforce the stereotypes." At the 13th annual Advertising Week event, Gallop will participate in a panel stressing that the ad industry must make a better effort to portray older Americans accurately. Gallop notes ageism is rampant in the workforce, and the U.S. economy "is failing to benefit from the commitment, experience, skills, creativity, and influence of older workers" because they are dismissed and discriminated against. On her agenda is putting pressure on ad agencies to hire more older adults. "When you have older people creating, producing, and approving ads, the problem of ageism is easily solved," Gallop argues. AARP was drawn to Gallop because she operates a startup called MakeLoveNotPorn at the age of 58.