Ageism is very present in Western societies. There are damaging preconceptions about how seniors move, behave or even think. As soon as you’re over fifty, society thinks of you as ‘an old person’ rather than just ‘a person’, which can be damaging to seniors’ self esteem.

Our campaign challenges these prejudices and shows that whatever your age, and despite muscle and joint pain, you can still experience the joy of movement and ultimately that you’re only as old as you feel.

During a live event on Copacabana Beach, Rio de Janeiro, two female volleyball players in their fifties challenge younger people in a glow-in-the-dark volleyball game. In the dark, it is impossible to tell our heroines’ age; they are judged only on their movements and ability to play. Until the big reveal, when we switch on the lights to point out the gap between their now visible age and the public’s preconceptions.

The film has been released on the Voltaren Canada YouTube channel 100 days before the start of the 2016 Olympics.

20 years after a Brazilian team has last won female Beach Volleyball at the Olympics, we prove that Brazilian women still got the moves.

Although it is currently only available in Canada, the film is being adapted for other leading markets including Brazil.

Content was released end of April in Canada.100 days before the Olympics (PR angle)

It is part of an eco-system of videos. From tutorial to more 'exciting' content, all aimed at an 'older audience'.

It has millions of viewers monthly.

This is one of the last editions.

Other key markets are implementing this film in their content system on the way to Rio 2016.