Client and Sector
Client: APEC (Association pour l’emploi des cadres) — a French national agency founded in 1966, supporting executives in their career development and helping companies with recruitment.
Sector: Employment / public services with an economic mission, operating within the executive labor market.
Challenge
Senior executives aged 55 and over are significantly underrepresented in recruitment processes. Age-related stereotypes often lead to their exclusion, despite their experience, motivation, and availability.
APEC aimed to raise awareness among recruiters about this unjustified bias and trigger an immediate shift in perception.
Approach
The agency .becoming developed a shock campaign based on a powerful concept: likening the exclusion of senior talent to products past their expiry date.
Visuals featured older professionals seen from behind, with a label reading “Expired from the labor market as of…” — mimicking a product tag.
The campaign deliberately used provocation and irony to challenge clichés and reframe how recruiters view older professionals.
Execution
Urban display:
Rolled out in September 2023 across Paris metro, bus stops, and regional urban furniture.
Print media:
Full-page ads in national and regional press to reinforce credibility and visibility.
Social media:
Targeted activation on LinkedIn to reach recruiters, HR leaders, and decision-makers directly.
The campaign was part of APEC’s broader “Élan Seniors” initiative, which includes practical support such as hiring workshops, mentoring, and regional events.
Results
High visibility across public spaces, press, and professional networks.
Sparked public debate on ageism and senior inclusion in recruitment.
Reinforced APEC’s positioning as a committed advocate for experienced executive talent.
