Wieden & Kennedy London has launched a hard-hitting poster campaign for the charity Age Concern.
The campaign is the first work for the charity developed by W&K. It includes 48-sheet and six-sheet posters as well as lorry sides, and will begin running around the country from 8 March.
The provocative posters feature a 70-year-old woman with a 'best before' stamp plastered across her forehead which dates back 20 years. The idea aims to convey the charity's opinion that society tends to view people as past their best once they have reached 50 years old.
The line 'Ageism. Use your vote to demand an end' attempts to get voters to make a stand against age discrimination by making their views heard at the next election.
Richard Hilton, an account director at W&K, said: 'The hard-hitting execution is designed to target politicians as well as consumers.'
The ad was art directed by Nick Darken and written by Simon MacTaggart. The creative directors were Tony Davidson and Kim Papworth. Photography was by Fredrica Helwig.
Media is being handled by Age Concern.