the Dutch Government

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Cassandra Offenberg

“All elderly people are of special importance to society”

We may not always realize it (or like it), but there certainly is value in aging. All elderly people are of special importance to society, one way or the other: An experienced referee on the soccer field, an entrepreneur who uses their skills in the community center, or a grandmother giving advice to her grandchildren. 

For a new campaign, we captured these beautiful personal stories. In collaboration with Open Now, known for its behavioural scientific approach to advertisement, Bruut Amsterdam worked on the public campaign the value of aging.

The campaign is an initiative of the Dutch Ministry of Health, Welfare and Sports.