Young Lions Film Competition
The Brief
Create a film which will inspire young people over the age of 23 – who by 2050 will be over 60- to feel that global population ageing and the challenges it brings are so relevant to them thatthey feel compelled to become campaigners to end age discrimination and fight for older
people’s rights. We are asking the contestants to create a film that will change people’s
perceptions of old age so that the audience will want to get involved and campaign for older
people’s rights. The film will ask them to share the video on social media so that they can pass
it on to their friends, it will also direct them to the Get Involved section of thewww.helpage.org website where they can sign the petition for a new UN Convention on OlderPeople’s Rights and where they can also find out how to contact campaign groups in their own
country.
Context:
By 2050, 22% of the world’s population will be age of 60 and over; for the first time in human history,
there will be more people living over the age of 60 than under the age of 14. The greatest numbers ofpeople in later life, and the steepest increases of population ageing, are in lower- and middle-income
countries.
Later life is a time of making significant contributions to society, the community and the family. It canalso be a time of increased physical and mental frailty and illness, poverty, social isolation, dependency,discrimination and human rights abuses.
Thousands of older people around the world are calling for a UN convention to protect the rights older
people and ensure they can access basic essentials like healthcare, education, employment and justice,and resources such as water. HelpAge supports and co-ordinates the Age Demands Action campaign
which last year saw 100,000 grass roots activists around the world lobby their governments on issues
that include the demand for basic and essential services, such as health, which they are denied access tobecause of their age.
Today’s young people have to realise that older people are fighting for a better older age - not just forthemselves but for today’s young people who will be old themselves in 2050. Half of all people born nowwill live to be over 100 years old. If young and old do not join forces today to make a better world forpeople of all ages, what sort of world will they be living in when they are 60? By joining the call for aconvention to protect the rights of older people today, young people will ensure that their rights areprotected in old age.
Charity’s Key messages:
Age discrimination is really happening in your world and the same will happen to you in the future if you
don’t act now to challenge it. With support and investment we can all live a healthy, dignified old age andcontinue to contribute to society – but you need to change perceptions now. By 2050 there will be 3.2
million centenarians in the world. One of them could be you!
So start campaigning for a better life for older people today and you could also benefit from thistomorrow.
What we ask from our audience:
Join the age revolution. Take action for a better life for older people: sign our petition for a new UN
Convention on Older People’s Rights at www.helpage.org, raise awareness of the issue among yourfriends and join a campaign group in your own country to take a stand against age discrimination.
About HelpAge International’s work
Ageing in the 21st Century - video
http://www.youtube.com/watch?v=rCYN01OQWqs
Hilton Prize - video
http://vimeo.com/40401847
Age Demands Action - video
http://www.youtube.com/watch?feature=player_embedded&v=jSxIuBIHtMA#!

Global ageing statistics
Check out your life expectancy here: http://www.helpage.org/global-agewatch/population-ageing-data/
Ageing in the 21st Century infographic
www.helpage.org/ageing-infographic
Our vision
Our vision is a world in which all older people fulfil their potential to lead dignified, active,
healthy and secure lives.
Our mission
We work with our partners to ensure that people everywhere understand how much older people
contribute to society and that they must enjoy their right to healthcare, social services and economic andphysical security.
Manifesto – Age makes a difference
The experience. The expertise. With age comes a deep understanding of the way things were, the way
they are, and the way they could be. The contribution older people make to society is invaluable.
Of course, growing older is not without its problems, which can prevent people from reaching theirpotential. We’re experts in age and the issues it can bring. Driven by the desire to find solutions to theproblems older people face worldwide, we campaign tirelessly to put these issues on the agenda ofgovernments and the public the world over. We work with and for older people to help them achieve good
healthcare, financial security and inclusion in their communities.
We’re proud of our achievements to date, and the growing strength of our international network ishelping us reach out to more people than ever before. We are helping age to make a difference to theworld.
Our valuesSupportiveOptimisticExpertCommitted
Our personality
Confident
Challenging
PositiveEmpowering
Our vision
Our vision is a world in which all older people fulfil their potential to lead dignified, active,
healthy and secure lives.
About the film:
For use in social media, YouTube, facebook and twitter
For use in all HelpAge communication channels: email, website, news pages

60 seconds in duration
Target audience:
For a global audience of younger people from all social and economic backgrounds aged 18-25 years(who will themselves be older people by 2050).
Creative guidelines:
Not too worthy or earnest.
Culturally sensitive.

Revolutionary spirit.
Brand identity:
Please read here for more information and access to logos: http://www.helpage.org/brand/
GOOD LUCK!
Attila Kulcsar - Media Relations Manager - HelpAge International - 3rd Floor, Tavis House, 1-6 Tavistock Square London WC1H 9NA
T +44 (0) 20 7148 7623 Mobile: 07713567624 www.helpage.org