Understanding and addressing barriers to participation through comms

This zoom workshop shares practical learning from the Age UK Camden, Ageing in Better Camden programme (one of 14 Ageing Better programme areas funding by the Lottery Community Fund) to support community groups and organisations across the UK to find and engage the older people less likely to access formal groups, activities, services and support. Their outreach approach (finding and engaging older people on the doorstep and via street outreach) provided a valuable opportunity to gain insight from the older people 'no-one knows', including harder to engage groups such as older men and the people less likely to access services, support and formal community groups and activities. As a result, they gathered key learning from older people themselves around the complex range of barriers preventing people from accessing social opportunities and groups including:

• Preconceptions about groups and activities being for 'vulnerable' people, 'not for me'

• Being part of groups, education and activities not part of life experience

• Low self-expectations 'I don't go out, that's the way it is' resulting in the individual discounting themselves from social opportunities

• The impact of language and images used to promote community groups and activities

In response, the Outreach Service developed practical strategies to address these barriers through the language, images and information used to promote community activities. During this workshop session, Jo Stapleton, Good Practice Mentor, Outreach Specialist (part of the national Good Practice Mentor, Programme team), will share the insight gained from older people relunctant to enage formal activities and practical comms approaches to address barriers to participation.

For more informatin about Ageing Better in Camden and our outreach apporach and free training offer, please visit https://www.ageuk.org.uk/camden/about-us/ageing-better-in-camden/ or contact joanne.stapleton@ageukcamden.org.uk