Europeans ages over 70 has the lowest perceived status in society, even in their own eyes. 44 % of workers say that have seen or experienced age discrimination towards elders in their workplace. Negative perception about ageing can shorten your life by 7,5 years. The campaign includes a short film, Ageing in Numbers which uses statistics and numbers from The World Health Organisation WHO to underline the importance of dealing with the issue. The campaign hopes to spark a conversation about discrimination towards elderly and thereby help elders and our own future selfs to a happier and healthier life.