Hilary Woodhead, Chief Executive at charity NAPA, discusses how their latest campaign is promoting positive ageing, defying stereotypes and enabling older people to fulfil lifelong ambitions.
In a world where ageing often comes with negative connotations and stereotypes, campaigns like “Grow Old Disgracefully” are challenging the norms and reshaping perceptions of later life.
Inspired by a visit to a care home in 2009, Jackie Flaherty founded the Grow Old Disgracefully Charitable Trust with the vision of enriching the lives of older adults by defying ageist stereotypes and promoting vibrant engagement.
The initiative, now championed by the National Activity Providers Association (NAPA), aims to empower older individuals to live life to the fullest, regardless of age. At its core is the belief in positive ageing —a mindset that emphasises the importance of maintaining a positive attitude, staying healthy, and engaging in meaningful activities as one ages.
NAPA’s “Grow Old Disgracefully” campaign challenges ageism through various programmes and events designed to promote vitality and creativity among older adults, particularly those receiving care and support. By offering opportunities for participation in activities that defy stereotypes, the initiative encourages a culture of celebration and respect for aging experiences.
One of the flagship programmes under the initiative is the “Living The Dream” fund, which enables older individuals to fulfil their lifelong dreams and ambitions. Olive, an 87-year-old race enthusiast, experienced the thrill of a day at the races, fulfilling her lifelong passion for horse racing. Alongside her friend Sheila, Olive enjoyed a three-course meal at the Ffos Las Racecourse, placing a cheeky bet and relishing in the excitement of seeing the horses race past. Reflecting on her experience, Olive expressed gratitude to NAPA for allowing her to live her dream and create cherished memories.
Similarly, Bill Wall, a motorcycle enthusiast, experienced the thrill of riding again thanks to the support of the “Living The Dream” fund and intergenerational connections facilitated by Ready Generations. At the Belong care village in Chester, colleagues arranged for a motorcycle to be brought in as part of a surprise party for Bill. The integrated nature of the village, which includes a research nursery, provided opportunities for intergenerational connections to flourish. As Bill interacted with the children, sharing stories of his motorcycle adventures and supporting their learning, strong bonds formed between generations. You can read the stories of The Living the Dream recipients HERE
Through advocacy for meaningful activity and engagement, NAPA ensures that individuals have access to opportunities that promote wellbeing. By collaborating with care providers and activity professionals, NAPA amplifies its efforts to create a society where ageing is celebrated and meaningful experiences are valued.
As NAPA continues to lead the charge in promoting positive ageing and challenging ageism, the impact of initiatives like “Grow Old Disgracefully” is evident in the lives of older adults who are empowered to live their dreams and defy societal expectations. Through collaboration, advocacy, and celebration, NAPA inspires a culture where ageing is embraced with dignity, respect, and vitality.
Want to help make dreams come true? Donate HERE
Want to find out more about the fund? Click HERE
@ napa-activities.co.uk
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