is extending its latest #INeverExpire campaign to the US. The #INeverExpire initiative addresses the topic of age-related pressure, inspiring women to liberate themselves from societal expectations around age and live their lives on their own terms. The global #INeverExpire campaign premiered last year in Asia with The Expiry Date, a film that showcases the proverbial expiration date – age 30 – that many women feel. This film had received more than 100 million global views across all platforms at press time, and sparked a Pan-Asian discussion around age-related pressures.
The US campaign is launching with a series of videos that bring to life the authentic age-related pressures experienced by real women. The women discuss and share the manifestations of age-related pressures in America, from overt societal biases to the unconscious self-imposed barriers and expectations.