Active Aging Week is a weeklong campaign led by the International Council on Active Aging (ICAA), that aims to call attention, and at the same time, celebrate the benefits of living your golden ages today. It was first held during the last week of September back in 2003, and the noble tradition continues ever since. The purpose of the Active Aging Week is to fight the bias preconceptions about seniors. Participants believe that adults could have an active, fulfilling life even above their 50s. The campaign organizes public programs for elders and spotlights role models for future generations.
As showcased in an infographic of the 2015 edition, Active Aging Week is being held on a regular basis in the U.S., Canada, Australia, Finland, Ireland and India. The campaign achieves over 151 million media impressions around the world, with more than 3,000 organizations taking part in the event.
The Active Aging Week is centered on Theme Days that encapsulate specific aspects of the active lifestyle. The ICAA provides free resources and webinars for organizations that wish to partake in the campaign. This way, each day during the Active Aging Week feels special and unique. For example, in 2016 the campaign begun with program called “’I just called to say…” , sponsored by CaptionCall. This activity was helping elderly with hearing problems use the phone more effectively so they can stay in touch with the rest of the family. There was also a day dedicated to skin health. Nestlé’s “Get Skin Health Smart” day was wrapped around the importance of maintaining and nourishing our outer layers. There were also sponsored group events such as yoga classes especially for elderly, and presentations about healthy eating.
There is no doubt that Active Aging Week will be even bigger again in 2017. It will be held between the 24th and 30th of September 2017, and it’s open for any organization that wishes to host an event. It’s even possible to slightly shift the dates for certain parties. Interestingly, the ICAA creates a contest every year to come up with a new theme for the upcoming campaign. Last time, Barbara Womer was announced as the winner of the Name-the-Theme Competition with the idea: “Explore the Possibilities”.
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