Durham challenges ageism with bold new campaign

Whitby, Ontario – Today, the Region of Durham launched the Durham Council on Aging’s Beauty of Experience Campaign to combat misconceptions about aging. It showcases older adults actively contributing to society and sharing their experiences to benefit the next generation, while staying healthy and vibrant.

The initiative will also provide opportunities to keep older adults socially engaged, while addressing issues pertaining to social isolation, inclusion and elder abuse.

The campaign will be advertised across Durham Region, including on Durham Region Transit buses and shelters. The Durham Council on Aging also developed a video featuring older adults challenging myths about aging. The video can be viewed by visiting durham.ca/AgeFriendly.

Residents are encouraged to submit a video or leave a comment showcasing how they are breaking stigmas around aging on social media by tagging @RegionOfDurham and including the hashtags #BeautyOfExperience, #AgeFriendlyDurham, #AgeismHurts and #NeverTooOld.

This campaign aligns with the Age-Friendly Durham Strategy and Action Plan recommendations on respect, social inclusion, social participation, civic participation, and employment. Age-friendly is a concept developed by the World Health Organization, who created a framework to measure how effectively a community supports quality of life as people age. The goal of age-friendly planning is to build communities that encourage good health and allow people to participate fully throughout their lives, regardless of age.

The World Health Organization framework covers the following eight areas:

• Outdoor spaces and buildings
• Transportation
• Housing
• Social participation
• Respect and social inclusion
• Civic participation and employment
• Communication and information
• Community and health services

 For more information, please visit the Age-Friendly Durham website.

Quick Facts

• The number of seniors over the age of 65 in Ontario is projected to double from 2.5 million to 4.5 million by 2046.
• With a population of approximately 700,000, Durham Region’s older adults aged 55 and over make up almost 28 per cent, or roughly 198,000 residents.
• According to the Revera Report on Ageism (2014) roughly 60 per cent of Canadians aged 66 or older have experienced ageism, and it is the most accepted form of social discrimination in Canada.
• The Ontario Government, through the Seniors Community Grant Program, provided funding to the Durham Council on Aging’s Beauty of Experience Campaign.

Quotes

“About 28 per cent of our region’s population is comprised of older adults, and it’s no surprise that seniors are the fastest growing population in Ontario. This is even more of a reason for us to continue to invest in the well-being of our older residents. Campaigns like this serve to inspire seniors in our community and encourage them to remain healthy, active and vibrant because their best years are yet to come. In Durham Region, we take pride in being the best place in Ontario to live, work, raise a family and age with dignity.”

-        John Henry, Regional Chair and Chief Executive Officer, Regional Municipality of Durham

“We need to continue to challenge ageism as a society. Older adults often represent the highest number of volunteers among our population. We depend heavily on seniors to provide the essential support to our community to keep our Region strong and thriving. When we challenge ageism, we are showing that we acknowledge the efforts and commitment of our older adults. It’s always to important to keep in mind that one day we will all be older adults and will want dignity and respect.”

-        Elaine Baxter-Trahair, Chief Administrative Officer, Regional Municipality of Durham

“I am 85 and an active volunteer. I feel very blessed to still be able to do this and retain my independence through the use of a walker. I have a determination to build on things I can do and not dwell on things I can’t. Volunteering is a wonderful opportunity to meet and make new friends and share our stories. After each visit, I leave refreshed and upbeat–you are never too old to volunteer, you are needed and valued!”

-        Don, Resident, Region of Durham

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For more information, please contact Corporate Communications.