Bolton Clarke launches positive ageing campaign

Aged care and retirement living provider Bolton Clarke has developed a drive to promote positive ageing.

The TV ad campaign – which launched this month in Victoria before rolling out across other states later this year – addresses concerns voiced during the aged care royal commission, which found “as we age, we progressively shift our focus from work to other things that give us purpose and joy, yet, as a nation Australia has drifted into an ageist mindset that undervalues older people and limits their possibilities.”

Bolton Clarke chief executive officer Stephen Muggleton told Australian Ageing Agenda the organisation is hoping to challenge some of those limitations and get people thinking about ageing more positively.

“The commission found that making positive changes begins with changing how we think, but over the past decade there’s been a focus on the negative aspects of growing older and this does little to help people plan ahead for how they’re going to keep living well.”

Last year, Bolton Clarke’s Ageing Well Report found more than nine in 10 respondents aged 25-75-plus agreed society can learn from the experiences of older people. However, less than half thought Australians respect older people in practice. This was backed up by older people themselves, with people aged 55-75 least likely to agree they felt respected.

“It’s time to turn the tables and remind people that ageing is just another word for living and that getting older is still compatible with doing the things you enjoy, learning new things and contributing to your community,” said Mr Muggleton.

The positive ageing campaign follows an announcement earlier this year that the organisation’s former Allity, McKenzie Aged Care and Acacia Living groups would operate under the Bolton Clarke name. That integration has further strengthened the organisation’s connected care focus to support more Australians to age positively.

“We don’t just provide care. Through research and innovation, training and purpose we’re proactive with ways to make life positive,” said Mr Muggleton. “Working with our clients and residents this translates into services and support that optimises health, wellbeing and reablement through a full range of connected care and living options.”

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