50 Is Just The Start

Lumen, the dating app exclusively for over 50s, launched its first US campaign in June 2019 to support its continued fight against ageism by challenging people's perceptions of the over 50s. The 30 second ad features Atlanta-based over 50s dance troupe, Silver Classix Crew, performing Tron dance wearing LED suits. The finale of the energetic performance is signalled with a flood of light and the removal of LED hats, revealing the faces and ages of the eight dancers followed by the Lumen logo and tag line "Because 50 is just the start".

Research has shown that the over 50s often feel invisible, with media and society generally dismissing this influential segment. Our campaign seeks to raise awareness that over 50s are still full of energy and enthusiasm for life. Lumen wants to continue to empower over 50s by reminding the mainstream media that 50 isn’t the end, and in fact for many, it’s just the start of a journey of falling in love with oneself and maybe even someone else!

"Most people watching the video for the first time thought the dancers were young men, not older ladies! Social preconceptions of age are not talked about enough, and ageism is a form of discrimination which society needs to turn its attention to. Collaborating with an over 50s dance crew wearing light suits is the perfect embodiment of Lumen’s mission: to shine a light on the ‘invisible generation’; the over 50s who are young at heart but are not represented as such in the media.

This campaign is just the start of Lumen's fight against ageism in the US."says Charly Lester, CMO and co-founder of Lumen.

The campaign is currently live on all Lumen social media platforms.