New Face of the Third Age

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We are part of New Face of the Third Age, a movement aimed at showing how the elderly are increasingly active these days.

And the creation of a new pictogram to represent seniors in Brazil is the first step towards this goal. We are looking to replace the current symbol, which is a person bent over, with a cane.

Life expectancy in Brazil is increasing by an average of four years each decade.

This population is now comprised of more than 22 million people over 60, and that number is growing at a vertiginous pace. Are they millions of pitiful, invalid oldies?

No. And they cannot be seen way. Without the vitality of these people, our society itself would collapse.

What if all these people surrendered to the stereotype that stigmatizes them - frail and weakened human beings - instead of keeping active? Who would foot the bill?

Does it make any sense? You, who will be 60 someday, would like to be portrayed that way in the future?
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