The opening ceremony took place at the European Solidarity Centre, and we were treated to an unexpected appearance from Lech Wałęsa, the man who spearheaded the Solidarity movement in the 1980s and went on to become a Nobel Laureate for Peace and the President of Poland. His speech, as well as those from a dazzling array of other speakers, brought inspiration, laughs, motivation, and a determination to make the most of this rare chance to meet with so many like-minded people.
This was the first large in-person event hosted by the AAL Programme since the COVID-19 pandemic, so on a personal level this was a chance for many friends and colleagues to gather, eat and drink together, and restart the informal chats that provide so much of the hidden value of communities such as those that surround the AAL Programme. Of course, the pandemic has changed the landscape in which we all work permanently, and not many more so than the domain of technology for ageing well. The advantages of many of these technologies have now been seen and made use of by necessity, and we no longer live in a world where people must be persuaded of the benefits of digitalisation. Now, back in person, it was time to gather and take stock of what has happened over the past years.
The Insight Media workshop: Our 4S approach to communicating research and raising public awareness.
The workshops, as always, provided multiple opportunities for collaboration, interaction, and the kinds of conversations that happen during in-person encounters that make these kinds of events so valuable to those who attend. Technology demonstrations, discussion of best-practice, open-ended forums, and visions for the future were all on display in the workshops. These short-lived gatherings have always been a great strength of the annual events of the AAL Programme, and many will have left with unexpected new knowledge and connections to take back and apply in their work settings.
Of course, for us at Insight Media (and many others we imagine!), the main event of the week was our own workshop, which provided a different perspective on the field of active ageing for many attendees. Many who attend EWAHA are technologists, but we at Insight Media are primarily storytellers, and it was this that we wanted to talk about and share knowledge about with those who attended. William Davis, our managing director, spoke at length about the methods we use to create narratives and draw people’s attention through media, while Sam Davis, our communications director, provided his experience in the field of social media. At the end of the session, we gathered and discussed how to create stories out of the research of the attendees.
The legacy of EWAHA
Legacy was undoubtedly a running theme at this 14th and final annual gathering of the AAL Programme community. Talks of what had been achieved, what had worked and what still needed addressing ran through many of the workshops and informal chats across the week. The final plenary session, hosted by AAL’s Nicola Filizola, focused on this legacy, bringing perspectives from across the board and hinting at how the themes carried for so long by the programme will be carried forwards in the coming years.
One theme that has developed and risen in prominence through the years of the programme is the so-called ecosystem approach, which is now taking a central position in discussions about how to bring our health and cares systems forward into the future so that they can help people live happy, active, and independent lives as they grow older. This concept has reached maturity at just the right time as the AAL Programme starts to wind down, and the recognition that silos must be broken down and deeper collaboration encouraged is surely the sign of a sector that is very much coming into its own.
For any who have attended AAL Forums in the past, which have taken place across Europe from Bucharest to Bilbao, they will know that the closing ceremony and parties are always memorable, and this year’s event was no exception. Taking place at the striking Polsat Plus Arena Gdańsk, a giant golden football stadium that was constructed for Euro 2012, the night began with a light show and ended with dancing and music. This year also had the added poignance of being the last of these gatherings, and though this may be farewell for now, the legacy of the AAL Programme will live on through other activities that will ensure that the baton it has held for 15 years will continue to be carried through the 2020s.
Insight Media: Open for business in the active ageing sector
For us at Insight Media, this was a farewell to an event we have been attending for nearly 15 years. However, it is a sector we remain active in and are looking forward to the next iteration of funding in this area from the European Commission as we look to continue providing our expertise in communications to those who need it. Ageing is something that affects us all – “the only true democracy”, as one speaker aptly put it – and this is why we think this such an important area of research for now and for the future, for all of us. We love to work in areas that we are passionate about, and so we can’t wait to get stuck in with some more projects in this exciting and vital sector.
For more information about working with Insight Media on your next project in the field of active ageing, please contact Sam Davis at sam@insightm.co.uk or call +44 00 117 248 2755.