“WIN THIS ONE FOR THE GIPPER.”

“WIN THIS ONE FOR THE GIPPER.” “Why not an actor, we’ve had a clown for four years.” So read the best bumper sticker in the history of politics, sported during the 1980 presidential campaign as the Reagan camp’s response to President Carter’s aspersions. The Gipper’s self-depricating humor endeared him to many, but more importantly, strategically marginalized real concerns.

It was a tact he employed most memorably in his presidential debate with Walter Mondale. “I am not going to make age an issue in this campaign. I am not going to exploit for political purposes my opponent’s youth and inexperience,” Reagan famously quipped. The audience roared with laughter and, once again, his wit took the wind from one of the opposition’s fundamental campaign themes.

There’s a lesson here, and it goes beyond the obvious that humor and humility are much appreciated qualities.

THE ART OF INDIRECTION. For those of us tasked with promoting aging and aging services as rewards rather than burdens, it is this: The target audience for our messaging is not older adults as much as it is everyone else. Older adults already know who they are and what services they need and want. We need to connect with younger adults, whose denial and fear of aging does an injustice to the inevitable process. These are the people whose attitudes and actions influence those of older adults -- both intentionally and subliminally.

Only by adjusting their behavior will overall public regard for longevity improve. Directed to younger generations, there needs to be a substantive, but clever public awareness initiative to exploit and project the benefits of aging -- experience, perspective, patience, purpose ... time, among others.

THE PUNCH LINE IS SOLID. Clearly, “Longevity is good.” The set-up and timing need some work, though.

Comedians (and sometimes astute politicians) effectively apply the art of indirection. They lure unsuspecting audiences with the obvious and, surprise, catch them off-guard. (Pfizer’s just launched “Get Old” campaign attempts to showcase aging from a different, unexpected perspective.)

Watch for more to come on this. In the meantime, consider a campaign that declares “Longevity Rules” and reminds us of rule number 1: “Aging is better than not.”