ICL Awards 2021 – Best Content in a Digital Media Campaign by/for a Real Estate Enterprise
Society at large has a cringe element associated with seniors displaying affection and eschew such narratives as much as possible.
To encourage the expression of love amongst seniors, Columbia Pacific Communities (CPC) launched a unique Valentine’s Day campaign titled #LoveBeyondAge. The initiative involved residents of CPC, senior citizen influencers on social media and millennials showcasing their perspective and idea about love, romance and celebrating the day of love.
The initiative helped to amplify the voice of elders on Valentine’s Day and dismiss age-old ideas of senior citizens being too old to find, express or enjoy romantic love. It also won the Gold award for Best Content in a Digital Media Campaign by/for a Real Estate Enterprise at ICL Awards 2021.