Abstract: |
Ageism encompasses stereotyping, prejudice, and discrimination based on an individual’s age, predominantly affecting older adults (Iversen et al., 2009). It has detrimental effects on physical, psychological and social health, contributing to premature mortality, decreased life quality, as well as increased healthcare costs (Levy et al., 2002, Chang et al., 2020).
Despite urgent calls for action to counter ageism (WHO, 2021), research-based initiatives in Switzerland are still scarce. To close this gap, we are launching an anti-ageism campaign to promote healthy aging by (1) raising awareness and providing educational materials about ageism, (2) collecting real-life experiences from older adults, and (3) fostering a community to combat age-related discrimination. Key to achieve the goals of our campaign is an online digital platform—envisioned as a multi-purpose website—which is planned to be launched in Spring 2025. We are co-developing the digital platform with older adults, leveraging advantages of scalability and accessibility of digital technology. Design processes promoting user-centricity and co-development foster inclusion of real-life experiences of older adults, the identification of their needs and barriers, resulting in more robust and sustainable digital solutions (Duque et al., 2019).
To co-develop the digital platform, we created a sounding board of N = 7 retired adults (M age = 69.71; four women) providing advisory input throughout the project. We collected their inputs in four focus group meetings and an online survey. Qualitative analyses identified major themes for each of the digital platform’s aims: empowerment of older adults and avoidance of victimization was recommended. Moreover, linking educational resources to actionable guidelines was highlighted. Then, motivators for sharing ageism experiences, such as anonymous reporting were brought up. Difficulty of recognizing ageism in everyday life was named a key challenge. Finally, the value of various online and offline interaction opportunities and active involvement in working towards educational and social objectives, including fostering intergenerational exchanges was emphasized.
These preliminary findings highlight the importance of incorporating older adults’ perspectives in developing digital educational interventions to address ageism. They will inform real-life data collection from older adults and the design of educational interventions that will be promoted by the digital platform. |