Launch of Live Longer Better Campaign in Gloucestershire

01st October 2024 | Lizzie Homer | Active ageing, Adults, Benefits of physical activity, Disability, Get active, Gloucestershire, Health, Mental health, Older people, Pensioners, Strength & Mobility

To mark Older Person’s Day, Active Gloucestershire is proud to announce the launch of the Live Longer Better Gloucestershire campaign, designed to support older adults in Gloucestershire in maintaining a healthy and independent lifestyle.

With 21.7% of the county’s population aged over 65—higher than the national average—and a projected increase in the coming decades, the initiative is timely and vital.

Recent data shows that over 51,000 older adults in Gloucestershire are physically inactive. This campaign seeks to reverse that trend, recognizing that while people are living longer, they are often spending more years in poor health due to long-term conditions. By promoting physical activity, Live Longer Better Gloucestershire aims to extend people’s healthspan, not just their lifespan.

The initiative will focus on three key strategies:

Supporting inclusive and sustainable activities for older adults: Local clubs and activity providers will be encouraged to create more accessible and inclusive programs for older adults.
Developing the workforce: Those working with older adults—from healthcare professionals to activity providers—will be offered training through the Live Longer Better “Learning with Experts” program to better support the physical activity needs of older adults.
Raising awareness: Active Gloucestershire will work with key stakeholders such as One Gloucestershire and Age UK Gloucestershire to align efforts and ensure older adults have access to the resources and support they need.

The campaign addresses three main barriers older adults face regarding physical activity:

Ageism: Challenging stereotypes about ageing and promoting the belief that older adults can remain physically active.
Dementia: Supporting physical activity to reduce the risk of dementia and help those living with the condition maintain independence.
Frailty: Challenging the assumption that ageing automatically leads to frailty, and encouraging strength-building activities to improve mobility and balance.

Ben Langworthy, Senior Project Officer for Active Ageing at Active Gloucestershire, said: “Live Longer Better is more than a campaign; it’s a countywide initiative aimed at supporting older adults to stay healthy and independent. We aim to raise awareness of the barriers to physical activity and create more inclusive opportunities for older adults.”

To learn more about the campaign and the Live Longer Better Gloucestershire program, visit We Can Move or contact Ben Langworthy at benlangworthy@activegloucestershire.org.