Our program areas

Objectives

• Raise awareness of what a good quality of life means in later years
• Encourage everyday practices that support wellbeing
• Help older adults stay active participants in their own lives

Main focus areas

• Quality of life awareness
• Healthy ageing education
• Social participation
• Personal dignity
• Community wellbeing

Target audience

Older adults, their families, and the communities around them.

Expected social benefits

Greater attention to the whole person — body, mind, and relationships — rather than to age alone.

Possible partnerships

Local community centres, health educators, and social care providers.

Long-term objective

A culture in which wellbeing in later life is treated as a shared community priority.

Objectives

• Make loneliness in later life visible and talked about
• Encourage regular, informal contact between neighbours
• Support gatherings where older people feel welcome

Main focus areas

• Social interaction
• Community gatherings
• Reducing loneliness
• Intergenerational communication
• Companionship initiatives

Target audience

Older adults living alone or with limited social contact, and the people who can reach them.

Expected social benefits

Stronger everyday relationships and fewer people left without someone to talk to.

Possible partnerships

Parishes, clubs, libraries, cultural venues, and volunteer groups.

Long-term objective

Communities where nobody grows old unnoticed.

Objectives

• Increase public understanding of the rights of older people
• Challenge ageist attitudes and language
• Encourage respect for personal choices and independence

Main focus areas

• Respectful treatment
• Awareness of elderly rights
• Protection from discrimination
• Personal independence
• Equal participation

Target audience

The general public, families, care professionals, and older adults themselves.

Expected social benefits

More respectful treatment and better-informed older people and families.

Possible partnerships

Advocacy organisations, legal information services, and educational institutions.

Long-term objective

A society in which age is never a reason for exclusion.

Objectives

• Share clear, practical information with families who care for a relative
• Recognise the emotional load carried by informal caregivers
• Encourage open conversations within families

Main focus areas

• Family awareness
• Caregiving education
• Communication
• Information sharing
• Emotional understanding

Target audience

Family members and informal caregivers of older adults.

Expected social benefits

Caregivers who feel less alone and better prepared.

Possible partnerships

Social services, caregiver networks, and health professionals.

Long-term objective

Families that are supported, not overwhelmed, when a loved one needs care.

Objectives

• Encourage older adults to take part in local cultural and social life
• Highlight the contribution older people already make
• Make community events more welcoming for all ages

Main focus areas

• Community involvement
• Social activities
• Cultural participation
• Volunteering opportunities
• Community relationships

Target audience

Older adults and local organisers of community life.

Expected social benefits

Older people who remain visible, valued members of their town or village.

Possible partnerships

Municipal cultural centres, theatres, associations, and local initiatives.

Long-term objective

Community life that naturally includes every generation.

Objectives

• Share reliable, understandable information about healthy ageing
• Encourage movement, good nutrition, and mental activity
• Promote a positive view of growing older

Main focus areas

• Educational awareness
• Healthy daily habits
• Mental wellbeing
• Active ageing
• Preventive health awareness

Target audience

Older adults, people approaching retirement, and their families.

Expected social benefits

Better awareness of the everyday habits that support a longer, healthier life.

Possible partnerships

Health educators, sports clubs, and adult education providers.

Long-term objective

More years lived in good health and with confidence.

Objectives

• Bring younger and older people together around shared interests
• Help preserve traditions, crafts, and local memory
• Encourage mutual respect between generations

Main focus areas

• Knowledge sharing
• Cultural traditions
• Educational exchange
• Family connections
• Community relationships

Target audience

Older adults, schools, students, and young families.

Expected social benefits

Fewer stereotypes in both directions and knowledge passed on rather than lost.

Possible partnerships

Schools, universities, youth organisations, and cultural institutions.

Long-term objective

Generations that know, value, and rely on one another.

Objectives

• Raise awareness of emotional wellbeing in later life
• Encourage respectful, patient communication with older adults
• Promote a sense of belonging

Main focus areas

• Emotional support awareness
• Social inclusion
• Respectful communication
• Community belonging
• Positive ageing

Target audience

Older adults, families, volunteers, and care professionals.

Expected social benefits

Older people who feel listened to and part of something.

Possible partnerships

Counselling services, community organisations, and volunteers.

Long-term objective

Emotional wellbeing recognised as part of good care.