ASISA launches ‘Bienvejecer’ (Age Well), a movement to help people live longer, fuller lives

ASISA has launched a new advertising campaign, ‘Bienvejecer’, a project created with the aim of spearheading a social movement that inspires new generations to prepare for a longer and fuller life and seeks to position ASISA as the perfect specialist to accompany them on this journey.

The campaign is based on a revealing fact: in 2040, Spain will become the country with the highest life expectancy in the world, according to a study by the Institute for Health Metrics and Evaluation at the University of Washington (United States). Faced with this new reality, ASISA proposes ‘Bienvejecer’ (ageing well), a concept that invites action and redefines the traditional idea of growing old, associated with loss or deterioration, to see longevity as an opportunity to live longer with full autonomy and well-being.

Carlos Eiroa, ASISA's Director of Brand, Advertising and Sponsorship, explains that today's society ‘has not yet adapted to the new reality of longevity and we continue to think in the short term. It is essential that we open this debate and that young people are aware of the tools at their disposal to build a healthier tomorrow’. 

To this end, the campaign – developed in collaboration with Sra. Rushmore as the creative agency and under the slogan ‘Take care of yourself today to live better tomorrow’ – revolves around a young woman who, instead of renewing her ID card, declares her intention to ‘renew society’. The piece symbolically challenges the idea that life ends at 70, the age at which identity cards no longer need to be renewed and become permanent, and invites an entire generation to live this new reality to the fullest, aware of the need to prepare themselves to continue enjoying well-being throughout their lives, including old age.

Plan Esperanza de Vida Plena (Full Life Expectancy Plan), a further step in preventive medicine

In addition, with the aim of accompanying people on their journey towards ‘ageing well’, ASISA is developing the Plan Esperanza de Vida Plena, a tool that will be available soon and which will put science and technology at the service of people to care for their body and mind in a comprehensive manner. This preventive medicine plan combines scientific evidence, digital technology and professional support to promote self-care in four fundamental pillars that sustain long-term wellbeing (nutrition, physical exercise, sleep and mental health). 

To support the campaign, bienvejecer.es has been created, a specific website with all the information about this project. The media plan, developed by Mediaplus Eqmedia, combines digital media on more than 80 websites, television on the main channels and platforms, outdoor advertising with two large-format banners, cinema advertising in the main releases of the season, and presence in the press, magazines and radio. Examples of the campaign can be found on ASISA's YouTube channel.