Dating app Lumen enlists naked over-50s for new campaign

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by Josh Hall

Lumen, the dating app aimed at over-50s, has launched a new campaign featuring older people baring it all.

The campaign looks to tackle ageism in advertising, and is based around a handful of older models appearing naked but for a protest placard.

The placards include phrases such as ‘Nobody putts Granny in the corner’ and ‘It’s time to be seen’.

The images will be displayed on the London Underground network from today, following the ban last year of a previous Lumen campaign that TfL found was ‘objectifying’ an older model.

Lumen says the campaign reflects the real wishes of over-50s. The company commissioned research into advertising for this demographic, and found that 86 per cent wanted to see some change in campaigns aimed at them.

Lumen co-founder and CMO Charly Lester said: “The fact that almost nine in 10 over 50s think that advertising aimed at them needs to change should be a real wake-up call to the industry about the ‘everyday ageism’ all around us. Not only is it a case of underrepresentation, but heavily edited images are making older people feel like it’s not ok to be themselves.”

“Our Santa billboard, that was banned in December, was designed to make the ‘invisible over 50s’ visible, and show just because you’re aged over 50 doesn’t mean you can’t be sexy and have a little fun – and it was phenomenally successful. We’re calling on advertisers to reconsider how they portray older age groups and show them for the attractive, funny and real people they are.”

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