Some global movements start up with all the best of intentions, but not all pick up traction, nor given enough time to develop in the collective mind-share of the public. Initiatives such as Habitat for Humanity for example, which has roots going back to the mid 1970’s, stand out largely because the concept serves a basic need everyone can immediately identify with anywhere around the world; and of course gather celebrity endorsement and participation from the likes of people such as former US President Jimmy Carter.
Planet Longevity, since our beginning, continues to promote the Age-Friendly Cities initiative as first introduced by the World Health Organization (WHO) in 2007. In 2015, we did a three part blog series titled Age Friendly Canada: Time for a Reboot suggesting that we still had a long way to go to elevate the awareness of what has steadily become a global movement.
Now ten years on, (checking out the WHO Age-Friendly World website) – there are now 500 communities that have adopted this movement in 37 countries. Canada has 59 communities at various stages of development. My city, the Town of Oakville has finally nudged past the rudimentary public “survey stage” and released an initial Age-Friendly “baseline study” in January 2017 – approved by Town Council in April.
As was referenced in our October 2015 post, one of our Planet Longevity members Suzanne Cook, became a participant in two of 56 community grant projects awarded in the Ontario the Age-Friendly Community Planning Grant Program. Suzanne has served in an academic research advisory role for Cobourg and Peterborough, Ontario as these communities conducted needs assessments with an eye to develop action plans for age-friendly programs.
In the case of Peterborough, as reported in the June 23 Examiner “Age-Friendly Peterborough plan takes shape”, the process seems to have gone beyond the assessment phase and is now in front of their city council for adoption. As Trent University’s Elizabeth Russell, Faculty Fellow with the Trent Centre for Aging & Society, is quoted in the article: “…evidence… shows us that this type of planning is much more effective in the longer term…”
True enough, but taking a leaf from the book in the Habitat experience, the marketing messaging on Age-Friendly Communities could take on a sharper tone, for the basic human need for healthy active aging is relevant to all generations. Inter-generational connections is mentioned as one part of the Peterborough vision, but in order for that to happen, the language of age-friendly needs to connect the dots more succinctly than it currently does in order for the movement to grow into the next decade.