The Sage Initiative
Advocacy for sexual Health and activity in later life
Older people have sex, and most people don’t like to think about it or refuse to believe it happens at all. Such thought proves detrimental to senior health and happiness, and our non-profit seeks to eliminate the negative and ignorant stigma surrounding an aging sex life.
This campaign won GOLD for Best Integrated Campaign at the Richmond Ad Show.
Want to stop having sex? Hell no. You didn’t live through the Summer of Love just to end up musing on some porch about your sexual prime. But you’re getting older and grayer and eventually it just won’t be on your mind, right? Please. The Sage Initiative serves to dispel that ridiculous notion. Though you may have been around the sun a few more times, you’re the same person that you were when you were eighteen. Now you know more about yourself and what you like, which isn’t limited to outside of the bedroom (or on the kitchen counter).
Those that become shocked, surprised, or even disgusted, at an older sex life are exactly the reason why we exist. Funny how they’ll think differently as they age themselves. Sure, that’s the van the family took to Disney World, but it’s also where you and your spouse spiced things up on that Thursday evening back in May. Sex is fun. Really fun. A lot more fun than popping fish oil supplements with your morning coffee, and it’s past time you pretend you don’t know it.
We’re fed up, yet inspired to defeat the negative stigma regarding seniors and sexual activity. While we might be tired of the stereotype, the last thing we lack is energy to overcome it.
The AARP is a natural fit to launch our cause. Only 67% of people over the age of 65 are internet users, so utilizing their magazine subscriber base of 37 million ensures our message reaches the largest possible audience. In this special edition of the AARP’s flagship publication, we include feature articles that focus on our subject matter, as well as a Mad Lib style tear-out, which encourages seniors to converse with their doctors in regards to their sexual health.
Out of home
The AARP sponsors “Block Parties” across the country at events such as the Jacksonville Jazz Festival and the Denver Pride Parade. We’ll tag along in our Sage-Mobile, a 1962 Volkswagen Camper Van reminiscent of the Summer of Love, spreading awareness, distributing merchandise, and defeating the stigma along the way.