Despite older people making up a growing proportion of the population, age discrimination and negative narratives about aging are widespread.
Therefore, the Institute on Aging is launching a nine-month project “GREY IS THE NEW GOLD” (March 2024 – November 2024) with the aim of fighting ageism and self-ageism in Serbia. This project aims to change negative perceptions about aging, foster an inclusive environment that values the potential and rights of older people, and empower older people to actively contribute to society.
In order to better understand ageism and its impact on the elderly, the project will develop a manual and promotional materials aimed at bringing the general public closer to what ageism is, how it manifests itself, and help citizens to recognize and oppose ageism and self-ageism. These resources will provide information on both discrimination against older people and how seemingly innocuous negative comments, even when not malicious, can lead to the internalization of negative stereotypes about aging and reduce the self-esteem and well-being of older people.
In order to further contribute to the change of public discourse, the project will also develop a handbook for media professionals. This handbook will provide guidelines for responsible and inclusive reporting on ageing-related topics, as well as examples of good practice. The goal is to encourage media professionals to reconsider their own prejudices and stereotypes, and to contribute to the creation of a more positive image of older people in the public through their work.
All these activities will be accompanied by a campaign on social networks, which will serve as a platform to spread the messages of the project and initiate a wider discussion about ageism and self-ageism. Through these efforts, the “GREY IS THE NEW GOLD” project initiates a deep and lasting change towards a society where every person, regardless of age, is valued and respected for their life experience, wisdom and unique contribution to the community.