Campaign to highlight benefits of intergenerational activity

[vc_row][vc_column][vc_column_text]February 27, 2020

A week-long national awareness campaign hopes to highlight the benefits of intergenerational activities taking part across the UK.

Running from Monday 23 to Sunday 29 March 2020, National Intergenerational Week is a social media campaign for individuals and organisations to promote projects which bring different age groups together.

The campaign is backed by Bristol-based charity the St Monica Trust who took part in the Channel 4 show, Old people’s home for four-year-olds, which showed the transformative power that being around children had for the older people.

The Trust has since grown its reputation for work which brings different age groups together for mutual benefit, establishing intergenerational projects across its retirement communities and contributing to multiple pieces of research.

“The intergenerational conversation is a really important one at the moment,” said St Monica Trust’s senior digital communications executive, Ben Dunn who created the campaign.

“That’s partly because of a growing amount of study to support bringing together different generations as a credible means of addressing isolation.

“There’s loads of amazing intergenerational work taking place across the UK, which is tackling isolation by bringing together people from all different age groups in a number of creative ways.

“What we’re trying to do is bring together the wider conversation, provide an opportunity to share learning and also amplifying the importance of the work that is being done through a collective voice.”

During the campaign, organisations and individuals are encouraged to join the online conversation by sharing their intergenerational projects and their wider benefits on social media using the hashtag #IntergenerationalWeek from Monday 23 to Sunday 29 March 2020.

“We have more than 60 organisations from across the UK who have signed up to participate in the campaign so far,” said Mr Dunn.

“We’re looking forward to bringing everyone together during the week itself and hearing about all the intergenerational activities and projects that are happening out there.

“We appreciate that we’re not trying to change the world overnight. What we would like to see is a good selection of organisations from all over the UK representing different sectors taking part and joining in the conversation.”

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Date Published: February 27, 2020