Action For Elders launch the next stage of their influential ‘Think Differently About Ageing’ campaign at the Welsh Senedd, Cardiff. The campaign will focus on positive ageing, tackling structural ageism and offer long-term support for the older community.

Action For Elders has been at the forefront of innovation in later life services for more than a decade. Now more than ever there is a need for a fair deal for the older community; to give older people the opportunity to help shape policy and ensure that those with vital years of experience are valued.

Tackling Structural Ageism

Our Think Differently About Ageing strategy tackles the wider cultural issues associated with the problem of structural ageism. We seek to challenge negative age beliefs wherever they exist: in the workplace, medicine, in Government, the media, education, science and popular culture.  

Our Balanced Lives Hubs are providing the practical help that older people need to stay healthy and fit in later life. Our latest campaign looks at the exciting opportunities for older people and tackles the problem of ageist thinking that is holding us back in so many areas.

We have a number of speakers and guests at this important event including the Older People’s Commissioner for Wales, Helena Herkots.

Keynote Speakers and Highlights:

• Host: Beti George – TV and Radio Broadcaster.
• Background and Aims – James Lewis, Founder Action For Elders.
• Strategy: Mike Hedges AM – Member of Senedd for Swansea East
• Ageism and Society: A talk by Heléna Herklots– Older People’s Commissioner for Wales. 
• Ageing Shamelessly: Video Message by Mariann Aalda – actress, humourist and age anarchist

We are committed to working long term to tackle ageism and ensure a fair deal for older people.

We have launched a new ‘blog page under the theme of our Think Differently About Ageing campaign called: The Power of Later Life to raise awareness and discuss the important issues.