Revera Films

Revera tackles women’s fears about aging in new film project

Partnership with Reel Youth bridges generation gap

Revera has launched a new film project that examines women’s perspectives on aging. The company, which has more than 200 seniors’ accommodations across Canada, partnered with Reel Youth, a charitable program that helps youth create films about social issues.

In the project, seniors from a Revera retirement home in Toronto were paired with young women who created 10 mini-documentaries about the seniors. In the films, the seniors discuss their lives, give advice about aging and share their views on the changing role of women in society.

Revera and Reel Youth have partnered on other projects previously, but this is the first one to focus specifically on women’s perspectives on aging. The films are featured on

“The films get [the two generations] together and break down the barriers between them,” said Jennifer Arnott, communications manager at Revera. “When you put younger and older women together, you can dispel the fears that the younger women have. And it is a great experience for the older women to have their experience and wisdom validated.”

A study by Revera found that when it comes to aging, Gen Y women (18-32) and women 75+ actually have the same fears: losing their mental capacity, losing their physical capabilities, and losing their independence. The difference is in their outlook on aging: Gen Y females (78%) are most likely of all generations to fear getting old, while women 75+ are the most optimistic about aging, saying things like “age is just a number” and “the best is yet to come.”

The Revera and Reel Youth Age is More Film Project first launched in 2013 with 20 mini-documentaries produced in Whiterock, B.C. and Burlington, Ont. The project is part of Revera’s Age is More social initiative, which aims to shed light on ageism, challenge assumptions and recognize the contributions of seniors to society.

The platform was developed in 2012 with help from Environics Communications. “On the media relations front, one of the things we’ve worked on with Revera is to develop a real position on [ageism],” said Josh Cobden, senior VP at Environics Communications. “Fighting ageism obviously appeals to their customers as well as the people who influence their customers.”

“We really hope that this reaches lots of Canadians because it’s an important issue,” added Cobden. “This is something that is going to confront us, if it isn’t confronting us now. So, in the same way that sexism and racism has been addressed and there are gains and successes happening, the same thing needs to happen for ageism.”


Advertising Articles

BC Children’s Hospital waxes poetic

A Christmas classic for children nestled all snug in their hospital beds.

Teaching makes you a better marketer (Column)

Tim Dolan on the crucible of the classroom and the effects in the boardroom

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

Watch This: Iogo’s talking dots

Ultima's yogurt brand believes if you've got an umlaut, flaunt it!

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

123W builds Betterwith from the ground up

New ice cream brand plays off the power of packaging and personality

Sobeys remakes its classic holiday commercial

Long-running ad that made a province sing along gets a modern update