By John Glenday-16 March 2021 11:17am
TfL competition winner handed £500k of free advertising to address aegism
Transport for London (TfL) has put itself in the driving seat of efforts to better represent the elderly in advertising after hosting a Diversity in Advertising competition to address inauthentic and one-dimensional portrayals of older people.
Won by vaginal moisturizer producer Replens, the competition will see the bold and imaginative campaign introduced to commuters courtesy of £500k worth of free advertising via JCDecaux and Global.
How were the TfL judges won over?
Replens emerged victorious after being commended for reducing the stigma around the use of an intimate product that some women may feel embarrassed about.