Published on 02 Nov 2021
Enabling the Ageless Senior has long been a part of NTUC Health’s care philosophy, shaping the brand, transforming service delivery and influencing our relationship with clients and seniors. It is no surprise that the heroes we featured in our Be Ageless campaign are the familiar faces we see at our centres. Meet 83-year-old Mdm Chu Siu Lin and 74-year-old Mr Abdul Rahim, seniors at our Active Ageing Hub and nursing home. They have played a large part in encouraging fellow seniors to find joy in learning new things like singing and traditional Chinese dance at NTUC Health’s care centres. With that, they have inspired the direction of the Be Ageless campaign to help other seniors celebrate active ageing.
How do we “celebrate ageing”? For some, this is a new concept. That is why the Be Ageless campaign sought to create a positive image of ageing. We challenged the stereotypes of old age through focusing on the many can-dos instead of the don’t-dos, by creating thoughtful articles that debunk the myths of ageing, guides on how to keep mentally and socially active, and even drew upon an inspirational story of a senior finding purpose and friendship at 83 years old.
As the conceptualisation and launch of the Be Ageless campaign began during the height of COVID-19 Phase 2 Heightened Alert in Singapore, digital was a key way to reach out to seniors and their caregivers. Over Facebook live streams and social media contests, participants were prompted to share stories of their favourite activities with their loved ones. We saw seniors pick up YouTube recipes, dance their way across ballroom floors, provide hairdressing services for fellow seniors, upcycle materials into beautiful lamps and cook up a storm for family and friends.
In a digital age where social media enables seniors to explore their world beyond familiar ground, the Be Ageless campaign seeks to make an impact by extending the NTUC Health care philosophy to the wider community and make the Ageless Senior lifestyle within reach to one and all.
As we share the Ageless Senior concept with the wider audience, we also look back at how NTUC Health continues to embody this philosophy across our care services – volunteers from the Active Ageing Hubs teach music and craft at our Day Centres for Seniors, the Resident Executive Committee at our nursing home runs Bingo games and Chair-robics exercises for fellow residents, and seniors lead qi gong classes at our Senior Activity Centres. These are just some of the many ways NTUC Health provides the space for seniors to receive quality care and allow them to connect with their community. Moving forward, the ideas and lessons learnt through the Be Ageless campaign can help to inform the way we interact with our clients in our daily work, and strengthen programmes that allow them to continue making independent decisions throughout the ageing process.
“I was very happy to get to know Mdm Chu, and I was encouraged by her outlook on life,” said Ms Belva Loke, Intern at Corporate Communications and Branding, who recounted the afternoon she met Mdm Chu Siu Lin for an interview that would shape the direction of the campaign. “By bringing the Ageless Senior concept out of the abstract, we can help many more seniors at NTUC Health find their own personal story of joy, community and self-discovery,” she said.
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