Today we are almost 200 million people in Brazil. More than 25 million are over 60 years-old. As a rule, even at 60 elderly are not fragile or
underactive. But the image that represents them shows a person with their hand on their back and a little cane. That’s how society tends
to see them, and it’s not an image that corresponds to reality.
So we came up with the idea: as one could not change it all at once, changing the symbol seemed like a good first step.