This campaign was created for a consortium of city agencies to bring awareness to age discrimination in SF. The idea was to create an engaging image by layering the eyes of an older adult over the face of a younger person. By focusing on the eyes, the windows to the soul, we aimed to capture that spark of humanity that remains undiminished as we age. Executions ran in various OOH placements across the city, including massive wallscapes, along with a robust social campaign. Visitors to the website discovered that the older adults in the images are actual SF residents who defy the stereotypes of aging and play active roles in their communities.