The power of print at a glance
- In a transient media landscape, print is the perfect medium for bringing quality attention to important issues
- The emotional and journalistic integrity of print magazines have a rub effect for advertisers
A special issue of Vogue released in April, featuring the sometimes leg-warmer clad, sometimes space-faring actress, activist, fashion model and fitness guru Jane Fonda, flies in the face of a youth-obsessed culture where the over 50s – and particularly women in that group – feel almost invisible.
This so-called Non-Issue, released with the May issue of the mag, was the idea of L’Oréal Paris and McCann in an effort to make an unfamiliar, albeit refreshingly positive, statement about ageing. And by committing their message to print, the medium made an invisible generation of women visible.
In the words of Rob Brown, executive creative director at McCann Worldgroup UK and part of the team behind the project, “the aim was to shift the unconscious negative bias towards older people, particularly women. To challenge the societal stereotypes around ageing by normalising. To represent these women with an empowered statement that positively shaped everyone’s perception of age. Ultimately, to look forward to getting older…”