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News30 May 2023

Clarion Futures sponsors campaign to get generations across Britain talking

Launch of Talking Generations campaign

Sunday [28 May] saw the launch of a new campaign by not-for-profit organisation Intergenerational Music Making (IMM) called Talking Generations which aims to help challenge ageism and heal Britain’s mental health crisis.

With the population of the UK rapidly ageing, the campaign has been developed by IMM to show how connecting with people of different generations can bring joy to our lives, promote empathy and understanding and provide opportunities for mutual learning and growth. 

Sponsored by Clarion’s charitable foundation, Clarion Futures, the campaign was launched at an event at London’s Waterloo station which saw people of all ages come together to celebrate and inspire intergenerational connection.

The event featured performances from IMM’s Intergenerational Choir made up of people of all ages including care home residents, carers, children with special needs and children’s choirs, with those passing through the station invited to join in the celebration and share their Talking Generations stories.

As part of the campaign, organisers are calling on people to post images, films and stories on social media highlighting the special connections they share with friends, family members, neighbours or colleagues and the common passion that bridges their age gap. Celebrities including Dani Dyer, Alfie Boe and Richard Madeley have shared their photos and stories, helping to inspire intergenerational connection and dispel misconceptions.

Clarion Futures has sponsored the campaign as part of its work exploring ways to create age friendly communities, helping residents to lead happier and healthier lives as they age and embedding opportunities for intergenerational connections.

One such initiative is a social action programme delivered by Clarion Futures and its network of partners which brings older and younger residents together to run events, support the needs of their community and tackle local issues, fostering positive relationships across generations.

Sarah Mitton, Age Friendly Communities Manager at Clarion Futures, said:

“Intergenerational relationships can be a wonderful and enriching part of life for people of all ages, tackling loneliness and isolation and dispelling misconceptions, but sadly we’re living in an increasingly age segregated society.

“Talking Generations can help change that, encouraging intergenerational connections which can make a huge difference to both young and old. We’re proud to be supporting the campaign as we continue our work to create communities where our residents can thrive at any age.”

Emily Abbott, Programme Director at Intergenerational Music Making (IMM), said:

“People across generations have valuable experiences, insights, and perspectives to share, and by bringing different age groups together, we can create a more cohesive and compassionate society. 

“Talking Generations is a call for everyone to use their voice to shape how we live, connect, and thrive as a country. We want to question the status quo to end age segregation across the UK. By encouraging and empowering people to engage in conversations across generational divides, we can improve the wellbeing of individuals and communities alike.”

One of the young people taking part in the social action programme being delivered by Clarion Futures said:

“Seeing and listening to the elderly and their stories is so important. We should encourage all young people to do it more because we can learn lots from them.”

As part of the campaign, people across the country are being encouraged to share stories and photos highlighting intergenerational connections on social media using the hashtag #TalkingGenerations.