“New Images of Ageing” programme

Programm „Neue Bilder vom Alter“

The "New Images of Ageing" programme, introduced in 2011 by the German Federal Ministry for Family Affairs, Senior Citizens, Women, and Youth (BMFSFJ), and implemented at the national level. The initiative focuses on the Age Pictures programme and its website, intended to continue the broadest possible discussion on "Age pictures in all areas of life". This programme seeks to address the disconnect between prevailing age images and the diversity of older persons' lifestyles, as highlighted in the findings from the 2010 report “Images of Ageing in Our Society”. It challenges outdated stereotypes by promoting realistic and diverse portrayals of older persons while highlighting the impact of specific age images in various life areas, also encourages intergenerational learning and exchange. Key measures include using Facebook and Twitter accounts to share information and foster public discussion, as well as presenting the traveling exhibition "Was heißt schon alt?", which displays selected images from a 2015 photo and video competition. The programme also supports competition initiatives, such as the cartoon competition 'Digitalization (k)a problem?', which examines the impact of digital technologies on the lives of older persons, and the BAGSO photo competition 'VielfALT,' which showcases the diverse realities of ageing.