Ageism Off. Life ON

Life ON is Haleon’s evidence‑led health cause campaign designed to tackle self‑ageism—a hidden but widespread public health issue that negatively impacts health outcomes and longevity. Grounded in research by Dr Levy, the campaign is built on a powerful insight: thinking positively about ageing can extend your life by up to 7.5 years. Life ON reframed ageing not as decline, but as an active, health‑positive life stage, empowering people 55+ to take better care of their everyday health.

The campaign launched in Hungary, where at least 1.4 million people are affected by internalised ageism and where no shared public vocabulary for the issue previously existed. Haleon set three clear objectives: establish national awareness of the health impact of self‑ageism; reframe older adults as active and health‑positive; and empower them to live healthier, longer lives. Led by the campaign message “Ageism Off. Life ON.”, Haleon partnered with the Hekate Conscious Ageing Foundation and commissioned independent, nationally representative research from Medián, Haleon positioned self‑ageism as a credible health issue before launching a full multichannel campaign. Life ON rolled out across three connected phases—Build Awareness, Inspire and Empower—combining NGO partnerships, earned media, expert voices, trusted editorial formats, impactful paid media and point‑of‑sale activation. The campaign delivered 99.3% reach among adults aged 55+, generated 98 media placements with a total earned reach of 10.76 million, and achieved overdelivery across paid, digital and content partnerships. Formal post‑campaign evaluation showed Life ON empowered an estimated 402,000 people to rethink how they age.