• Community projects in Wales taking part in first Action Day for new national ageism campaign 
  • Welsh projects include an intergenerational creative writing workshop and exhibit and a “Vintage Not Vanished” Portrait Gallery celebrating the invaluable contributions of older volunteers  
  • New data reveals how people feel about growing older in Wales 
  • Action Day theme See and be Seen aims to counter the negative stereotypes of older age prominent throughout society. 

 

Community projects in Wales are hosting events to mark a national anti-ageism Action Day organised by the Centre for Ageing Better this Wednesday 20 March 2024.  
 

Local community groups are bringing people together as part of the Age Without Limits campaign’s See and be Seen Action Day which is aiming to counter the negative stereotypes of older age that are prominent throughout society.  

 

Events hosted by community projects in Wales include: 

  • AWEN@thelibrary (Cardiff) is hosting “Letters to My Younger Self”, an intergenerational creative writing workshop and exhibition, designed to foster conversations and promote positive awareness of ageing. Older people will ‘See and Be Seen’, both by their peers and observed by younger community members during this impactful event. Event details: Wednesday 20 March 2.30-4pm, Whitechurch Hub Park Road CF14 7XA 

  • Splott Community Volunteers (Cardiff): the “Vintage Not Vanished” Portrait Gallery celebrates the invaluable contributions of their older volunteers. Captivating portraits and biographies will highlight positive attitudes toward aging. Attendees are encouraged to share their own stories and portraits, fostering a sense of intergenerational connection. Event details: Monday 18 – Saturday 23 March. The open afternoon will take place Wednesday 20 March. The celebration event will take place on the evening of Saturday 3 March. Address: Splott Community Volunteers centre in Splott, Cardiff. 

  • Age & Dementia-friendly Holywell (Flintshire) is collaborating with a local primary school and Holywell Leisure Centre to host a celebration of ageing event for local older people. This event will provide activities that aim to show ageing in a positive life through stories, music and dance. Older people will create new friendships and connect with younger generations, sharing their experiences and achievements. Event details: w/c 18th March, Holywell Leisure Centre, Gwenffrwd Rd, Holywell CH8 7UZ 

 

New research from the Centre for Ageing Better reveals 33% of people aged 50 and above in Wales believe that the voices of older people are not sufficiently represented and heard regarding changes and developments where they live. The Age Without Limits campaign is hoping to put a spotlight on ageism such as this, which it calls the ‘hidden’ prejudice. 

 

The new survey also reveals the broader views of people aged 50 and above in  Wales: 

  • 29% said there are not enough activities and groups in their area that allow you to feel connected to your local community and meet with other people. The community events are designed to support people to feel a connected with others.  

  • 21% said they felt less valued in their community as they age 

  • 8% feel like they are treated negatively within their community because of their age 

  • 6% said their local community wasn’t a good place to grow older in  

 

The Age Without Limits campaign is highlighting the need for a more diverse and balanced representation of older people, with the majority of media and advertising depictions of older age either unrealistically positive or extremely negative portrayals of frailty and decline. It is hoped the series of Action Day events across the country will empower people to feel involved, connected and heard in their local communities as well as united in the fight against ageism. 

 

Sarah Duncan-Jones, Trustee of AWEN@thelibrary in Whitchurch, Cardiff, said: 

 

“Our Action Day event is a great way to share the rich experience and wisdom of older people with younger members of the community and partner with groups at our Hub and with Whitchurch High School.    

 

“We want to bring older and younger people in our community closer together by finding out more about each other’s life experiences. We want everyone to celebrate and be proud of their achievements.” 

 

According to the charity’s Chief Executive Dr Carole Easton OBE, negative societal portrayals of ageing contribute to how people feel about getting older. And older people with more negative self-perceptions of their own ageing are more likely to have depression and to have worse quality of life than those with more positive outlooks. 
 
The three-year Age Without Limits campaign was launched in January by the Centre for Ageing Better to spark debate and conversation about what ageism is and to challenge the way we all think about ageing.  

 

The campaign website provides information, tools and resources, including an interactive online quiz which has been designed to encourage people to reflect if they might inadvertently hold negative views to age and ageing. 

 

More than 70 events will be taking place across the country on the Age Without Limits Action Day.  
 
Participating organisations are being encouraged to share their activities using the hashtag #SeeAndBeSeen, while members of the public are also encouraged to use the hashtag to share images that reflect their experiences of growing older.  

 

Dr Carole Easton OBE, Chief Executive at the Centre for Ageing Better, said: 

 

“It is clear from our research that people over 50 in Wales have real concerns about having their voices heard in their local community.  

 

“We hope our first Action Day will help people in Wales feel that there are many people who do care about how older people are represented in society and who want to see an end to ageism. I’m so grateful to all the community groups taking the time and effort to mark our first Action Day with such a range of wonderful events. 

 

“Ageism is extremely prevalent in society and it is extremely harmful to individuals, communities and the economy. That is why we launched the Age Without Limits campaign to get the nation thinking differently about ageing, for the benefit of us all as we grow older.”