In a significant move to honor older generations, HelpAge India, a dedicated non-governmental organization advocating for the elderly, proudly unveiled its groundbreaking ‘AdvantAge60: Powering Aspirations – Active, Enabled and Empowered’ campaign this Tuesday. This initiative coincides with the International Day of Older Persons 2025, emphasizing a renewed vision for aging.
The core objective of this campaign is to dismantle prevailing ageist stereotypes and illuminate the vibrant potential of life beyond 60. It champions the idea that these years can be a period rich with active participation, meaningful contributions, and profound personal fulfillment.
Supporting this vision, a 2022 report by HelpAge India highlighted a compelling statistic: a remarkable 40% of older adults express a strong desire and capability to remain actively engaged in the workforce, wishing to contribute for “as long as possible” into their later years.
Furthermore, an earlier research study conducted by the organization explored societal perceptions of aging. It found that while 48% of today’s youth unfortunately view elders as ‘dependent,’ there’s also a strong positive recognition, with 51% perceiving them as ‘wise’ and 43% as ‘respected.’ The campaign aims to shift the dependency narrative towards active empowerment.
The grand launch event for ‘AdvantAge60’ took place in Bengaluru, graced by several distinguished personalities. Attendees included Padma Shri recipient C.R. Chandrashekar, the visionary founder of Samadhana and former Senior Professor of Psychiatry at NIMHANS; Nataraja S., Joint Director of the Department of Empowerment of Differently Abled and Senior Citizens; and Indira Jai Prakash, a respected Professor of Psychology and Gerontologist at Bangalore University.
A heartwarming highlight of the event was the recognition of ‘AdvantAge achievers’ – individuals who exemplify the campaign’s spirit by leading vibrant, purposeful lives and serving as powerful inspirations for active aging within their communities.