Following Jameela Jamil generating headlines about how photoshop was being ‘weaponised’ against older women (whereas men can grow old gracefully as ‘silver foxes’), we knew we had a media hijack opportunity for over 50s dating app, Lumen, part of the Bumble group.
Working with Jameela’s mother Shireen, who is in her 60s, we turned around an anti-airbrushing photoshoot in just a few days, showcasing the beauty of growing older. The campaign generated hundreds of articles (including ITV news, the Independent and Mail Online), an avalanche of downloads, and provided Shireen with a platform to discuss the important topic of domestic abuse, with her campaigning leading to a change in the law, removing the time limit on when abuse could be reported.
