Pro Aging: thuis binnen de 50+ doelgroep

De beeldvorming over senioren, in het bijzonder oudere vrouwen, veranderen door interactief trainingsmateriaal voor televisiemakers te maken. Televisiemakers, trainingsexperts en NGO’s werkten in dit project samen. NGO's legden senioren zelf ideeën voor van best practices en vroeg hun oordeel. Het eindresultaat was een 'training resource kit' voor programmamakers. Het materiaal wordt inmiddels gebruikt door omroepen in heel Europa.

AGE INTO FOCUS grew out of previous initiatives including Mediaage and Media & Diversity project 2001. Our aim is to promote positive portrayal of older people in all their diversity.

During 2002-2004 the following major strands are planned:

•  Production of training resource kit - produced by broadcasters for broadcasters    across Europe
•  Establishing a dialogue between broadcasters and older people
•  Promoting the resource kit and wider project issues

1. The training resource kit

The kit, to be produced by the project's broadcasters working group, will be available in English, German and Italian, and consist of a training tool kit (DVD with text), and a DCD-rom. The training tool kit and the DVD-rom are the same in structure, but differ in use: the fist will be used for group training; the second one is for individual use.
 
The project's NGO working group will assist with the collection of background data and suggest programme examples for inclusion.

To ensure that the training kit represents the views of older people and is of real practical use to media professionals across Europe, 2 core target audiences are involved actively commenting on draft materials via specially organised events and the website:

A wider group of broadcasters including those involved in earlier initiatives in focused discussion meetings and larger high profile industry events including workshops at the Prix Italia (Sicily 2003) and EBU Training Assembly
Older people through focus groups organised by the project's NGO group
2. Establishing a dialogue between the broadcasters and older people

The project's NGO working group is responsibility for developing this dialogue including:

Organising national focus groups and through their own and wider European networks to obtain feedback on the draft training materials
Encouraging older women and men to contribute to the training resource kit and to provide additional contributions to the project website
Older peoples testimonies

3. Promotion of the kit and other awareness raising activities

Through all its activities the project partners aim to promote discussion about:

•  Europe's changing demographic structure
•  How older people are affected by discriminatory attitudes and practices
•  The great diversity of older people's circumstances, abilities and experiences  Media's role in limiting or expanding social perceptions and behaviour in relation to older people

This will be done through the website, project seminars and other events, coverage in journals read by broadcasters and trainers.

 Klik hier voor de: 'training resource kit'