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HelpAge International - Make it Ageless Movement



HelpAge International helps older people, both across Europe and in developing countries claim their rights, challenge discrimination and overcome poverty, so that they can lead dignified, secure, active and healthy lives. Their new Make it Ageless campaign, launched in April 2012, aims to raise awareness amongst young people of what it means to be older, by challenging them to be Age Ambassadors and living with an older person for one week, to capture and then share their experience in written diaries, blogs and photos. Other objectives include:

  • Generate 10,000 signatures by October 2012 in an online petition calling on EU leaders to take action and show greater recognition of the needs and contributions of older people in EU development policies and programmes.
  • Increase the capacity of older people’s organisations to capitalise on technology and to broadcast the voice of older people through production of inspirational video messages.
  • Facilitate two-way engagement and dialogue between younger and older EU citizens and older activists in developing countries.
  • Build a strong intergenerational constituency of European public support influencing Members of the European Parliament in solidarity with the world’s poorest older people.
  • Enhance awareness amongst up to 40,000 EU citizens of the contributions older people in developing countries make to poverty reduction.
  • Lead a successful Age Demands Action grassroots campaign in partner countries up to and on the 1st October 2012, the UN International Day of Older persons. Activists of all ages and celebrity supporters such as Archbishop Desmond Tutu and the Nobel Laureate Wole Soyinka will take action to make sure their voices are heard.
Promotor: HelpAge International

HelpAge International helps older people claim their rights, challenge discrimination and overcome poverty, so that they can lead dignified, secure, active and healthy lives.  Their work is strengthened through a global network of like-minded organisations. HelpAge International has network partners in 4 European countries: Cordaid (The Netherlands), Slovene Philanthropy Association, Zivot 90 (Czech Republic), which in turn works alongside partners from Kenya and Sri Lanka, and Age Action Ireland, which networks with partners in Mozambique, South Africa, the Philippines and Kyrgyzstan.

Partner(s): Age Action Ireland
Slovene Philanthropy Association
Zivot 90
Contact: Ellen Graham :