In an age where print circulations are down, the launch of Platinum Magazine needed to be bold, brave and more than anything resonate with our audience – women over 50. Despite their positive outlook, research told us that these women strongly believe their demographic is wrongly perceived by society, with two thirds feeling misrepresented by media. To dispel these perceptions, we worked with DC Thomson to highlight the true story.
The campaign offered a window into the diverse content offering from Platinum and celebrated a real truth at the same time - that these women are living their best lives.
These women exercise for half an hour more than their younger counterparts each week, they're also more satisfied with their sex life, a third are having sex at least twice a week, and 70% regularly go on dates.
Utilising national outdoor media buys including 48 sheet billboards and bus media, (supported by print/press and digital) we created a striking ATL campaign that would stop people in their tracks.