24 April 2012
Young Age Ambassadors become decades
older in just one week
A new campaign launched today by HelpAge International is raising
awareness amongst young people of what it means to be older, by challenging them to
be Age Ambassadors by living with an older person for one week and to capture in
written diaries, blogs, photos and video their experience of growing old
overnight.
The Make it Ageless campaign
will raise awareness among young people in Europe of the rights and welfare of
older people including those living
in poorer countries, such as Kenya.
The campaign will encourage
young Europeans to petition the EU to make its overseas aid age-friendly. To promote the campaign, HelpAge International is taking display space outside the European Parliament at the EU open day on
12 May in Brussels.
“Older people in developing
countries are a vital part of society. They are often primary care givers and
have an incredibly important role to play in the development of these countries,” says Richard Blewitt, CEO of HelpAge International.
“We want
young people in Europe to show they care about the needs of older people living
thousands of miles away by supporting our campaign. We hope Make it Ageless will
see the EU be more responsive to the needs of
older people in developing countries.”
To draw attention to the reality of growing old in a developing world country,
the campaign compares and contrasts the stories of the young Age Ambassadors with
that of Cornel Odido, a 24-year-old young man from Western Kenya and his experience of living with his
68-year-old grandmother, Mama Teresa.
The campaign, which is running in Slovenia, Czech Republic, Ireland,
Spain, and the Netherlands, also surveyed European youth on their attitudes
towards ageing. When asked if the EU should do more for older people in the
developing world, 58%
said there was too little focus on older people in poor countries. The findings show young people are aware of the
essential social contribution older people in these countries make to their
communities, and see them as the “most overlooked” of all those living in
poverty overseas.
Ends
Press
Contact:
Bruce Sparrow, Media Officer
Telephone: +44 (0) 207 148 7606 (direct line), +44 (0) 7879 663271 (mobile)
Email: bsparrow@helpage.org
Notes
to Editors:
1. Survey – conducted (Dec 2011 – Jan 2012) for HelpAge International by nfpSynergy – of over 700 Europeans aged 18-30: at least 100 from
each of seven EU countries (Ireland, Czech Republic, Netherlands, Spain,
Germany, Slovenia, UK). Of those
surveyed:
- Only 30% of young Europeans (aged 18-30) expect
their quality of life to be better in old age - 37% expect their quality of life to be worse in old age
- 45% say
the EU has a responsibility to provide adequate overseas aid - 58% say
there is too little focus on older people in poor countries - 71% are
concerned about the higher cost of living and reduced pensions for older people
in their home country - 47%)
express concern that money will not be available to support older people in poorer countries.
2. Make it Ageless – The challenges facing older people today are those that will face younger
people as they get older – unless action is taken now. Make it
Ageless is part of a wider international movement called Age Demands Action
(ADA); a global grassroots campaign led by older people who are calling for
their human rights. Across Europe, younger and older people are
standing together for a fairer future. Make it Ageless unites young and
older people by sharing their passion for a better, fairer world both today,
and in the future. More information at: www.makeitageless.org.
3. Social Media – @helpage #makeitageless or
#ageless
4. HelpAge
International – is a global network of organisations helping older
people claim their rights, challenge discrimination and overcome poverty, so
that they can lead dignified, secure, active and healthy lives. It believes a critical component is engagement
of older people themselves in efforts to claim their rights to healthcare,
social services and economic and physical security. It has shown that older
people are their own best advocates and make valuable contributions to society
as caregivers, advisors, mentors, mediators and breadwinners. More information at: www.helpage.org