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Ambition for
AgeingCulture Champions
• About AfA
• About social isolation
• Great Place GM
• Cultural activity and AfA
• Technical information and advice for bidders
Ambition For Ageing
• Ambition for Ageing reduces social isolation
amongst older people through the development
of age friendly communities
Ambition For Ageing
Ageing Better
• AfA is part of the Big Lottery Fund’s “Ageing Better”
programme
• £80m to develop learning at scale on approaches to
reducing social isolation for older people
• 14 partnerships nationally – GM the largest
partnership with £10m
• Focus on asset based approaches
• Test and learn methodology
Ambition for Ageing
• Partnership between GMCVO, GMCA, MICRA at
UoM, MACC, LGBT Foundation
• £10.2m over 5 years – started April 15
• Developing 24 Age Friendly Neighbourhoods in 8 LAs
(approx. £50k/year for each place)
• Staffing support and funding for small (<£2k) projects
• Older people’s network to generate voice
• Equalities Board to explore inequalities
• Scaled programmes of £2.5m starting April 17
Social Isolation and Loneliness
• Loneliness is a lack of contentment with relationships
• Feelings of loneliness are a sign your psychological systems are working
• Poor expectations of later life can influence life satisfaction & loneliness
• Isolation is an objective lack of human contact
• Social isolation is largely a result of marginalisation and inequality
• About 8% of people over 65 are often or always lonely
• About 92% of people over 65 are not chronically lonely
• About 17% of people over 65 have less than weekly
contact with family or friends
• Only 2% of people are lonely and isolated by these
measures
• About ¾ of people who are chronically lonely see
family and friends at least weekly
• Lonely and alone are not the same
Prevalence
Who is at risk from isolation
• Evidence suggest that isolation interacts with other
vulnerabilities and especially within marginalised
groups.
o BME communities
o LGBT people
o People over 75
o People with psychological vulnerabilities (eg social
anxiety, depression)
o People with limiting conditions/disabled people
o People in poverty
o Carers
Community risk factors
• Presence of physical/cultural barriers
• Population change and neighbourhood turnover
• Crime and feeling of unsafety
• Living in a deprived urban environment
• Poor urban design and planning policies
• Insufficient access to resources (e.g. public transport, information)
• Age-segregated living
• Low level of place attachment
• Lack of opportunities for participation
What works
• Group approaches work better than 1-2-1
• A spectrum of approaches can help reduce isolation:
o Interacting with friends and neighbours
o Walking in the neighbourhood
o Using public spaces
o Volunteering
o Joining an association
o Political involvement
o Activism
• We develop learning
• Reduce social isolation
• Develop age friendly communities
• Influence GM
Summary
A step-change in collaborative working in order that arts,
culture and heritage contribute more to meeting local social
and economic objectives.
Achieving a more sustainable cultural sector that can
demonstrate the value of investment in culture on the
economic prosperity and health and wellbeing of GM
residents.
Great Place: Stronger Together
A more sustainable sector recognised as
essential to meeting CA and district priorities
Opportunity. Workforce diversity
Sustainability through
partnership
Robust evidence and
compelling stories
Right skills, Right
people
Continued GMCA
Investment in culture
Our vision is to make Greater Manchester one of the best
places to grow up, get on and grow old.
Our priorities are:
• To become the first age-friendly city region in the country
• To be a global centre of excellence for ageing: pioneering
research, technology and new ideas
• To increase economic participation amongst the over-50s
Ageing Well
Much of the work to encourage and support older people to
engage with culture is driven by the health, social and
wellbeing outcomes. There are several long-term
partnerships between arts, health and social care
organisations. We will build on these, but also acknowledge
that later life and everyday creativity, the production of new
art and cultural experiences by older people is an end in
itself, enriching life and community. We will draw upon both
the lived experience of older people and some of the most
creative and imaginative writers, artists and performers
living and working today to tell a different story about
ageing.
Greater Manchester Age Friendly Strategy
• We have funded a range of small scale cultural
activities in our neighbourhood work
• Some of this has been with large cultural organisations
but much has been grassroots activity
• Many local projects have cultural elements but have
other objectives – eg engagement events
• Recently commissioned a range of media projects with
links to culture
Cultural Activity and AfA
• Will promote engagement in cultural activities
• Fund new activities
• Will create new opportunities for volunteering in
cultural activities
• Build relationships between communities and cultural
organisations
• Flexibility on what is “volunteering” to suit people and
place
Culture Champions GM
• It’s a one year project so there isn’t the time to have a
long lead in – must hit the ground running
• It can take between 6-18 months to build up trust with
a community you’ve not engaged with before
• Marginalised groups can face additional barriers to
engagement and may need tailored approaches
• Needs to be tailored to place and local cultural
landscape
Our Requirements
• Age 50 to 100+ is a diverse group of people
• The majority of people below the age of 75 reject the
label “old”
• A project must both publicise and personalise
opportunities – “not for people like me”
• Understand and respond to the realities of peoples
lives
• Must do more than provide information about activities
Factors to consider when using
culture to reduce isolation
Culture Champions
• The current Manchester Culture
Champions is aimed at engaging older
people over 50 in arts and culture
• Manchester Programme has a
network of 150 champions
• Opportunities to influence and
participate in culture for older adults
Culture Champions
• Culture Champions in Manchester
has been a great success, as we
grow the programme we hope it
will celebrate the uniqueness in
each new area
• Broaden the Manchester Culture
Champions reach
Culture Champions
• Wide range of older people with a view to broaden the
cultural offer and ensure that a older people have an
opportunity to influence culture across Manchester
and Greater Manchester
The Culture Champions Manager
GM
• My role involves working with a number of areas
across GM
• I will use my experience and links to advice on
training, supporting older volunteers and also building
partnerships and networks between sectors.
Culture Champions have told us...
• We feel more connected
“Its become a way of life, its me getting to know you”
“You do things differently, you meet different people”
• It gives us a voice
“I ended up on the radio, doing broadcasts”
• We learn
“I’m all for new experiences. We’re curious,
nosey..”
• Can manage small payments
• Can support volunteers
• Can evidence ability to deliver from the start
• Can evidence ability to reach into marginalised
communities
• Can implement an ongoing evaluation sensitively and
positively
• In Manchester can build on an existing approach and
broaden reach
Provider requirements
Spending restrictions
A note on how to express track
record
Don’t just list achievements. For any example
given a panel is likely to ask:
• So what?
• Is there proof?
Quality and relevance is better than quantity and
breadth
The experience of staff is an important aspect of
track record
• We want a lead contractor who will be accountable for
other delivery partners
• All partnerships need management
• Think about how organisations will work together and
how boundaries between organisations will be
managed
• Think about the impact of diverse systems (eg
complaints, HR, accounting, recruitment)
Partnerships
• Don’t just say “we have links with” in your bid – this
doesn’t help the panel understand your relationship
• Be specific about the nature of your relationship
• Ensure that if an external organisation is critical to the
delivery of your work that you check that they’re
supportive. We do check this before signing contracts.
• Don’t assume other organisations will support your
work – they may have other issues that are a priority
Working with other
organisations
Led by:
Greater Manchester Centre for Voluntary
Organisation
St Thomas Centre
Ardwick Green North
Manchester M12 6FZ
T: 0161 277 1000
W: www.ambitionforageing.org.uk
John HannenProgramme Manager