BeautyWithin

The Canadian Association on Gerontology (CAG)

McMaster Connection

Campaign Goal

BeautyWithin is an awareness campaign seeking to defy ageism and traditional beauty standards that isolate many vulnerable populations.

Aiming to empower the future generation of the older adult community, this project will focus on highlighting and normalizing the beauty within the process of aging and displaying diversity.

The Process

Accompanied by a McMaster student photographer, campaign managers recruited members from the McMaster community. Further, older adults within the community were recruited through outreach. Upon completing our consent process, participants were photographed and asked to answer the following two questions:

What is beauty to you?
What is aging to you?

The interviews allowed students to redefine beauty and aging by sharing with the community what these concepts mean to them.