Active Lifestyles are redefining Senior Citizen Advertising
Every year Philadelphia Magazine publishes a health and fitness issue titled Be Well Philly. The annual edition encourages their mostly urban readers to stay active, and gives them ideas on where they can explore in the neighboring great outdoors.
Understanding the demographics of their subscribers, I enlisted the help of some energetic seniors from the Outdoor Club of South Jersey to paddle their kayaks on the Oswego River, in the Wharton State Forest.
Once our scouting found an accessible location to stage the gear, we setup at a curve in the river where the current would be less active – perfect for wading waist deep with my camera.
I asked the kayakers to go up and down the river several times so I could make a number of different groupings and compositions. Many frames were made to ensure the paddles were in the proper position and no one was obscured by a boat or paddle. Everyone had lots of stamina and were more than happy to paddle until sunset! Thanks again guys!
As part of the shoot list, it was important that the reader see an environmental portrait of a kayaker on the water. Hopefully inspiring them to say – hey, I live in the city, but I think I can do that!
Below are a few outtakes from that fun day.
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