HelpAge India launches 'Generations Together' campaign to bridge gap between generations

The campaign, which is being launched across all states in the country, aims to promote interactions between generations, combat elder isolation, and build a more age-inclusive society through meaningful engagement and collaboration.

At the event in Kolkata, students from different city schools paired up with residents from various Old Age Homes (OAH), and they together participated in fun and engaging activities such as Marble & Spoon Race, Musical Arms, Couple Race, Stepping on Paper Race, and Bursting Balloon Race.

In Delhi, HelpAge India also announced the onboarding of renowned actress Sharmila Tagore as the organization's Honorary Brand Ambassador, who launched the campaign in the national capital.

Expressing her enthusiasm during the event in Delhi, Sharmila Tagore said, "I am now at that stage in my life, where I am choosing my work, doing what resonates with me."

"I am committed to my role as HelpAge India’s brand ambassador, and hope that I can help make a difference and be the voice that amplifies elder concerns, raises awareness and urges people to come forward more strongly to support this cause, as we all are getting there," Tagore said.

"Today’s theme ‘Towards a Society for all Ages’ is exactly what is needed, but there has to be a systemic change, which means all stakeholders must play their part, whether it be civil society, educational institutions, corporates, philanthropists, public sector, policy makers, the youth and us as well,” she added.

Talking about the "Generation Together" campaign, HelpAge India's CEO Rohit Prasad said that the campaign aims to encourage interaction between generations, facilitating conversations, connections and collaborations.

"As we celebrate the International Day of Older Persons, we must reflect on the need for stronger intergenerational ties for building a cohesive society where young people can learn valuable life lessons from the elderly and the elderly learn as well from the young, for instance in keeping abreast with the ever-changing digital world," Prasad said.

The non-profit organization's West Bengal and North-East Territory Head Sharmila Majumder said, "The Generations Together campaign is about much more than just bridging the age gap. It’s about ensuring that the voices of the elderly are heard and valued."

"In West Bengal and Northeast, we are particularly focused on building intergenerational relations, through our robust SAVE (Student Action for Value Education) programme, and looking forward to rolling out the campaign over the next three months. The aim is to start dialogue and connections between both generations," Majumder added.