Browse Ageing Policies

The "National Public Education Campaign on Dementia Stigma Reduction and Dementia Risk Reduction" was implemented in 2021 by the Public Health Agency of Canada’s Dementia Policy Unit and Health Canada’s Communications and Public Affairs Branch. Implemented at the national level, this campaign targets older persons aged above 40, particularly women and those with chronic health conditions, as well as service providers aged above 18, at-risk adults aged above 25, individuals engaging in unhealthy behaviours, and adults aged above 35 with a focus on women and ethnic minority groups. It aims to reduce stigma related to dementia, raise awareness of dementia, increase knowledge of risk factors, and promote healthy lifestyle behaviours to lower dementia risk. Key measures included multi-media advertising and marketing, media tours with spokespeople, and a social media influencer campaign. Survey results demonstrated positive impacts: 76% of participants felt the ads reduced negative perceptions of those with dementia, 68% felt the ads effectively conveyed ways to support people with dementia, and 63% found new information in the campaign. For risk reduction messaging, 86% of participants recognized dementia risk as an important topic, 80% felt informed about risk reduction strategies, and 40% reported increased personal consideration of dementia risks.

The “National Week of Older Persons” was held in 2024 in Lithuania to celebrate the International Day of Older Persons. Implemented at the national level, this initiative targets older persons and is organized with the aim to promote social activity among seniors and foster a positive image of ageing in society. Key measures include organizing over half a thousand various activities and events held for older persons in 45 Lithuanian municipalities during the week. During the week, older persons could visit museums, cinemas, and art galleries; have coffee or cake at cafes; exercise in sports clubs; take part in excursions to the country's archives; attend trainings and seminars organized by public health offices; receive special medical rehabilitation services tailored to them; and spend meaningful time at events planned by municipalities specifically for older persons. Such an initiative, which is becoming traditional, makes an important contribution to motivating older people, promoting their social activity and promoting a positive image of older people and ageing in society.

The Final International Conference of the Project “Work Ability Management” was held in 2023 in the Czech Republic by Age Management, z.s. in collaboration with organizations from Germany, the Netherlands, Hungary, and Slovakia. Implemented at the international level, the project targets ageing employees, aiming to promote work ability as a comprehensive approach to health, employment, and lifelong learning to enable employees to balance work, personal, and family life. Key measures include the collection of examples from each participating country on measures to support ageing employees and compiling them into a publication. It also developed new methodologies for working capacity applicable to both employed and unemployed persons, focusing on those at risk of reduced working capacity and helping them find their way back to the labour market. These methodologies are designed to advance the promotion of work ability not only in the participating countries but also in other interested countries. The project results emphasize that understanding work ability can enhance labour market positions for both employed and unemployed individuals, while supporting preventive programs in physical and mental health and lifelong learning may positively influence retirement; additionally, the "Digital Coach" web platform, available in five languages, was developed to support these goals.

In 2019, Lithuanian retailers "IKI" and "Rimi" launched significant campaigns aimed at changing society's attitude towards older persons, addressing ageism, and promoting their inclusion in both the workforce and society. "IKI" introduced a loyalty card specifically for seniors, which led to over 150,000 older customers benefiting from special discounts and privileges. They also launched an image campaign that portrayed older adults as vibrant and energetic, effectively challenging negative stereotypes about ageing. "Rimi" conducted the social experiment “#AmžiusNesvarbu” (“Age Doesn't Matter”), focusing on the employment challenges faced by older people. This campaign resulted in a 10% increase in the hiring of older employees within the company, demonstrating that age should not be a barrier to employment. The campaign also sparked widespread public discussions on age discrimination. Overall, these efforts contributed to a broader societal awareness, initiating a shift towards greater inclusion and appreciation of older adults in both the workplace and public life.

The Parliament of Austria created the media awards “Senior Citizen Rose” and “Senior Citizen Nettle” in 2019 which are created to promote a society for all ages. The goal is to give importance to age discrimination which does not receive the attention that discrimination based on gender or origin, for example. In conferring the “Senior Citizen Rose” and “Senior Citizen Nettle” (Senioren-Rose and Senioren-Nessel) media awards, the Austrian Senior Citizens Council has attracted attention from the public and promoted social participation and positive images of age and ageing. The annual event for assigning the awards is organized by the Austrian Senior Citizens' Council and the Austrian Journalists' Club (ÖJC). A jury of senior citizens and journalist representatives awarded prizes to contributions to journalism and advertising as well as accurate images of older persons. The "Senior Citizens' Rose" is awarded to media makers for realistic depictions of the lives of senior citizens, while the "Senior Nettle" is awarded to those who still spread unrealistic clichés about older persons.

The "Age of Action" campaign, supported by HelpAge International, the UN Trust Fund to End Violence against Women, and the German Federal Republic (BMZ), was launched on June 15, 2018, aligning with World Elder Abuse Awareness Day. It advocates for older persons' rights to autonomy, long-term care, and protection against violence. Participants included government agencies of the Republic of Moldova, international organizations, civil society organizations and media representatives. The campaign stresses the need for "Active Ageing" in government agendas, urging involvement in UN discussions on older persons' care and rights. Four discussion groups explored the following theme: How to ensure that statistics on the impact of abuse and violence against older persons are regularly collected and their development monitored? What are the existing social, nursing and medical services in the Republic of Moldova? What services need to be created or expanded for older adults experiencing violence and abuse? Are there enough professionals to meet the demand for these services?

The "The Citizenship of Older Adults" (La Citoyenneté des Personnes âgées) brochure, published in 2015, is a comprehensive document that addresses the importance of recognizing and maintaining the political citizenship of older individuals, especially those in dependent situations. It challenges the prevailing notion that old age is a period of decline and emphasizes the need for continued electoral participation to affirm the social identity of seniors. The brochure likely involves stakeholders such as gerontology researchers and policymakers and covers the French-speaking older population in institutional settings. It advocates for strategies that support the dignity and autonomy of older persons, ensuring their political rights are respected and suggesting institutional reforms for enhanced participation. The brochure underscores the integrative role of political engagement in preventing the social and political exclusion of older persons. The document reflects ongoing discussions in gerontology, aiming to keep older individuals actively involved in democratic processes.

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.

The main goal of the 22nd Festival for the Third Age is to promote active ageing, improve the quality of life of older persons, and foster solidarity between generations. The festival is organized by the Slovenian Federation of Pensioners' Organizations, in cooperation with the Ministry of Labour, Family, Social Affairs and Equal Opportunities, the Ministry of Health, the Ministry of Culture, the City of Ljubljana, and other partners from the public and private sectors. Key features of the festival include The Golden Thread, a series of insightful lectures and discussions on critical ageing-related topics like health, social security, intergenerational cooperation, lifelong learning, and active citizenship. The Golden Market offers a marketplace for organizations and companies to present products and services tailored for the older demographic, encompassing health care, tourism, leisure, education, and technology. The Golden Stage is a showcase for the artistic and creative talents of older individuals, featuring performances in singing, dancing, playing instruments, reciting poetry, and theatre. Lastly, The Golden Network provides a networking space for older adults to connect with peers and representatives from supportive institutions and organizations. The festival is held annually in late September since 2002.