1. Art and Diseño

SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
Welcome to the Senior
Capital Project
Content
You are holding in your hand the 4th edition of the Senior Capital Newsletter. 24
months of project implementation is over now resulting in a well-advanced
stage when cooperating project partners have finished testing previously identified methods of specific and tailored senior education programmes. How much
have these pilot actions turned out to be successful? How to reach the wider
public, to raise awareness and disseminate the outcomes of the local actions?
You can learn all this now. Turn the page to see more!
As a transnational cooperation project under the Central Europe Programme,
Senior Capital originates from the Q-Ageing project which was initiated by the
Municipality of 11th District of Budapest, Újbuda (Hungary) in 2008 that dealt
with social and urban challenges of the ageing problem of Central Europe’s
cities. The implementation of the project shed light on the importance of another related challenge which is the need for a better use of the economic potential of this growing but under - valued part/group of the society. Senior
Capital – as the afterlife of Q-Ageing – consequently wishes to contribute to
the economic competitiveness of Central Europe through developing knowledge and enlarging a quality workforce by focusing on seniors. Its specific objective is to better use the economic potential of an ageing population while
creating opportunities for businesses through 1) Investing in human capital of
50+ persons 2) Promoting their involvement in economic activities and 3) Creating new and financially sustainable framework catalysed by municipalities.
The implementation started in 2012 with analyzing the current situation of senior
education and employment in the Central Europe area. The results of the analysis
phase (kind of a demand-supply assessment with the involvement of both the
employer and the employee side of the labor market) stressed those actual needs
of the target group (seniors with the age above 50, active or inactive in the labour
market) that are to be handled by specific supporting tools such as trainings and
other helping services. Pilot actions are the grounds for testing and then fine-tuning these training and employment methods. Local needs identified need to be
satisfied with locally adaptable solutions thus a relatively diversified portfolio of
training and employment programs have been implemented by partners. Let’s see
what these pilot actions are, how much they contribute to reach a better involvement of seniors into education and employment and what type of creative communication actions have been applied to make the wider public aware of them.
Municipality of 11th District of Budapest, Újbuda
Lead Partner
1.
Welcome to the Senior
Capital Project
2.
Local awareness-raising
media campaigns
2.
I. Municipality of Újbuda
(Hungary)
3.
II. Municipality of Sopot
(Poland)
4.
III. Province of Treviso
(Italy)
5.
IV. Liguria Region
and ACCMED (Italy)
6.
V. Prizma Foundation
and Municipality
of Maribor (Slovenia)
7.
VI. Nowa (Austria)
8.
VII. zze (Germany)
9.
News and events
10.
Contacts
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SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
Local awareness-raising media campaigns
I. Municipality of Újbuda (Hungary)
Újbuda’s awareness raising media campaign, which was implemented in the framework of the Senior Capital project,
started on the 24th May 2014. It was linked to the celebration of the International Children’s Day held in Újbuda, where 25003000 people were expected, ensuring a wide publicity.
At the venue of the event a separate
tent was dedicated to the project, where
dissemination materials were presented, including basic information on
the project’s achievements, the partnership and the pilot actions. Újbuda’s pilot
action, the “Újbuda 50+ programme” was
also introduced to the public by disseminating flyers, leaflets and a roll-up with
information on the pilot. To make the
topic of the Senior Capital project interesting for the younger generations, a
wind wheel, shaped like the Senior Capital logo, were disseminated. The wind
wheels were a gift to the children, which
were assembled by them with the help
of their parents and grandparents.
In front of the tent an artistic installation was set up with the aim to draw
hosted by Újbuda where a press conference was organized and press releases were issued about the “Újbuda
50+ Program”.
Within the framework of the pilot action
Újbuda developed training programmes
with strong cooperation with the business sector, aiming at improving the
quality of the life of the 50+ age group.
the attention on the importance of the The training programme included basic
intergenerational cooperation and the and advanced level IT courses and lanutility of the experience and knowlguage training combined with a series
edge of the older generation. The inof training for practical skill developstallation consisted of cogs,
ment through giving the most update
symbolizing coherence and the inter- job seeking techniques including lesdependency. The concept of the insons on self-management, CV writing,
stallation was to express solidarity
self-care and education for entreprebetween generations. The campaign
neurship.
continued with the pilot cross visit
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SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
II. Municipality of Sopot (Poland)
Sopot’s local campaign includes both
standard and special information and
promotion tools. As a standard promotion tools we understand the information materials and media coverage
(including broadcasts of NOWA’s video
in the regional TV station).
But the most important were the
unique tools like the tailored project
souvenirs for pilot participants (personal coffee mugs, picnic baskets, umbrellas) and two public events which
took place during pilot implementation
and at its very finish.
On 12th April 2014 the Sopot Social Assistance House altered to the Hotel
Grand and the old city of Sopot known
from the postcards. Large format oldphoto printouts, music from 50’-60’,
café-style furnishing and sweet refreshments brought back the memories
of the city’s past.
The “Kapitalni sopocianie” was an intergenerational event combining two
Sopot’s flag projects in one place and in
one time: the EU co-funded “SENIOR
CAPITAL” and “Sopocianie” implemented
by the Museum of Sopot.
Voluntary workers being “SENIOR CAPITAL” pilot project participants acted as
hosts of the event and together with the
Museum’s staff interviewed Sopot’s
older citizens, collecting their stories and
biographies that are going to be used in
Museum’s materials and exhibitions.
On 30th May 2014 the pilot has officially
ended. During the event organized in
the City Hall of Sopot the Deputy Mayor
thanked the volunteers for their engagement and everyone of them got
pilot’s certificates as well as “SENIOR
CAPITAL” souvenirs. Nearly 50 persons
participated in this event and a unique
“SENIOR CAPITAL” layered cake has
been produced specially for it.
There is also a plan to organize the
awareness-raising conference on ageing in late autumn.
Among many event attractions there
were: exhibition of old gramophones
and vinyls, artistic workshops for children and youth, performance of the
pupils from Sopot Music School, the
”old cinema” and a big ground-graffiti
painted on the neighbouring football
pitch.
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SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
III. Province of Treviso (Italy)
The pilot action of Province of Treviso
consisted of supporting unemployed
over 50 people to find a new employment.
In this sense, it has been developed a
widespread local awareness-raising
media campaign, tailored made to two
main stakeholders categories: general
public with a particular focus on over
50 people and the companies. The common aim has been the development of
key messages for fighting stigma and
prejudices about seniors and to inform
about senior workers related legislation.
Regarding the general public, the core
output has been the video produced,
representing two true stories of two
ladies who succeeded in qualifying
themselves and found a new job.
The video has been uploaded on the
Youtube page of the Province and disseminated during a very important Fair
(Fiera 4 passi www.4passi.org) held on
May 2014. During the event more than
62.000 people joined the Province headquarter, venue of the Fair, where the
video has been broadcasted in loop during the 4 days event and presented during the 4 main evening events. During
the same occasion, a new banner indicating that the “Age is not a limit” has
been exposed. Moreover, the screening
of an advertisement containing the
project motto has been agreed with the
local public bus company. So all the
buses of extra-urban lines are provided
with this Senior Capital advertisement.
Regarding the second main stakeholders, several products have been specifically designed and spread. The most
important is the Italian version of the
website www.seniorcapital.it, where a
new marketing for the demand and
supply of job approach has been tested.
In fact companies can find directly on
internet, without mediation, a short version of the CVs of job seeking seniors
involved on the local pilot action. Then
again, approximately 4000 companies
have been directly contacted through a
personalized set of email containing
specific information about the local pilot
project and the available tax relief related to over 50 workers. On the top of
that, an highly intensive marketing and
scouting campaign has been developed,
where companies were approached and
small gadgets were given to them, serving as an icebreaker, i.e. an origami set
which can be assemble to a small box
with the project logos.
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SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
IV. Liguria Region and ACCMED (Italy)
The successful pilot was composed of
two parts: face to face courses and online training in three cities focused on
building up a project work after retirement, and the set up of three intergenerational desks where the knowledge of
the seniors can be passed to young
people in the perspective of creating
economic and social activities out of
this interaction.
The communication campaign aims at
making the services of the intergenerational knowledge desk (including the
online training) available to a wider
number of users, and is therefore addressed both to seniors and to juniors.
For ”senior” we mean those who are
about to retire or just retired and in
general all those who have free time
and want to invest in new projects by
sharing the acquired skills; ”juniors” are
graduates/fresh graduates who are approaching the working world and in
general all those who want to start
new projects and/or participate in the
realization of new projects.
Channels/places of communication are
therefore connected to the targets and
include cultural associations; trade
unions; meeting centres; university of
the third age; high schools; university;
youth centres; employment centres;
Municipal offices; public buildings (libraries ...); sport centres.
The adopted tools include
1) a folder/flyer for the promotion of
the project to be distributed in the
centres identified with the aim of:
raising awareness of the project, illustrating the salient features; providing the essential information.
2) A playbill (poster) will be disseminated in strategic locations with the
aim to: draw attention to the project;
provide essential information; entice
the viewer to read up further.
3) On the website of the project
www.seniorcapital.liguria.it there will
be constantly updated information on
the evolution of the different activities.
4) A Facebook page has been designed
that follow the evolution of the project, animated by the involved juniors.
Radio spot advertising the project will
be broadcasted in the local radio.
5) Other foreseen actions including a
spot in the local TV (interview on the
day of the opening of the intergenerational laboratories), the realisation of
a video spot describing all the interaction that happens in the intergenerational desks and a launch event
with local politicians.
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SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
V. Prizma Foundation and Municipality of Maribor (Slovenia)
Innovative awareness raising by promotion of active ageing and intergenerational cooperation in wider public is
one of crucial pillars of pilot action in
Slovenia due to challenges of an aging
population.
The pilot action is focused on setting up
PRIZMA 50+ – Intergenerational-Development-Business&Training centre for
Podravje region – for activating potentials of individuals and society, increasing work opportunities & work ability
and to improve services for 50+ generations in local community. The pilot was
developed by PRIZMA Foundation and
Municipality of Maribor together with
Regional Strategic Stakeholders Group.
The emphasis of awareness raising
campaign strategy is based on senior
people economic potentials, importance
of overcoming age stereotypes,
strengthening age management strategies and programmes in order to improve work conditions for 50+. Raising
awareness by:
• Disseminating key messages and materials (leaflets, Newsletter etc.)
through social media, websites of or-
ganization and public authorities and
local media
• Promotion kits (folders, roll up, note
pad, give-aways: wooden brain puzzle,
wipes for glasses)
• Video portraits of persons 50+ and 60+
• Dissemination of the Senior Capital
video clip through screens in public
places like waiting rooms and buses
• Organization of conferences (Cross
visit - Study Visits and transfer of ex-
periences & conference AGE IS NOT A
CRITERION – USE POTENTIALS!, workshops, etc.)
• Promotion in the shop window in the
centre of the city Maribor
• Participation in public local/regional
and EU events and conferences (Festival for the third Age Period, International Cross-border Job Fair Slovenia Austria, Festival Lent etc.)
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SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
VI. Nowa (Austria)
The goal of the pilot project of nowa was to analyze the connotation of age and job performance and derive recommendations for private enterprises and public authorities and to develop HR measures.
tion to age, functioning both externally
and within the group.
Companies and authorities were advised and supported on the development of measures as a part of their
personal development, taking into account the gender perspective. The involvement of managers and employees
over and under 50 brought results for
new approaches to use 100% of the potentials and to avoid internal termination and early retirement.
The results of the pilots show that age
is not critical in terms of job performance and work attitude. Other (individual) indicators come to fruition, age is
not the deciding factor. The main problem of older people in the labor market Working against stereotypes is the
is mostly based on stereotypes in rela- main-message in our campaign.
As part of our awareness raising campaign, a video clip and free cards were
produced by nowa, and disseminated
very intensively in different areas.
nowa participated in a large education
fair, in February 2014 an article was
published in the largest daily newspaper in Styria.
For the “International Day of the Seniors” on 10/01/2014 together with the
City of Graz we plan an event where interactive methods will be used to sensibilize the citizens. A press conference
will be held.
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SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
VII. zze (Germany)
Within its awareness raising campaign zze has already and still is implementing
different activities. The general aim is to contribute to agenda setting and to gain
stronger interest in the topics Senior Capital covers.
Therefore
highlight the relevance of taking a
• 10 theses have been developed that
different approach to elderly emare due to be printed and spread at
ployees
events and on zze’s homepage in
• promotion of the Senior Capital film
order to provide a compact overview
in order to provide visual images of
on relevant issues regarding the
the topic
use of senior employers’ potential
• an article of implications the transi• conference with high level speakers
tion to post-professional life will be
on the issue of demographic change
published in an anthology about
in enterprises especially for busidifferent phase of transition in
ness representatives
one’s life course
• inidivdual meetings with represen- • exploiting results of the pilot action:
tatives of municipalities, employea handbook currently is being edited
ment agencies, job coaches and
that provides good-practice and ademployer organisations in order to
vice on the use of putting a stronger
focus on the topic of transition into
retirement. This is relevant for enterprises because they should try
and safeguard the knowledge and
experience of their retiring staff.
And on the other hand the life after
a professional career should be prepared for and people leaving their
job should reflect upon what they
want to do in order to give meaning
to their lives: e.g. learn something
new, continue to work with reduced
hours, do freelance work, become
active as volunteers, dedicate time
to family and friends or to find new
hobbies.
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SENIOR CAPITAL – The future is built on your experience
4th eNewsletter
NEWS AND EVENTS
Seminar ’From the targets of the Europe 2020 Strategy to the new EU financing
programmes for the employment and social innovation’
22 May 2014, Treviso, Italy
In the recent years the Province of Treviso has dedicated an increased attention on fostering employability and offering professional services to companies to support the recruitment process. Committed to the objectives set by the European Strategy 2020, the Province has been engaged in several transnational projects, promoting active aging and senior employability.
In the framework of the CENTRAL EUROPE project Senior Capital project, a Seminar has been organized by the Province of
Treviso in order to present the major EU programmes, focusing on employment and social innovation. Among others the Europe 2020 Strategy, the HORIZON 2020, EaSI, Veneto FSE 2014 - 2020 and the new CENTRAL EUROPE 2014-2020 have been
introduced to the participants.
CENTRAL EUROPE Annual Conference,
1-2 July 2014, Vienna, Austria
Over the next seven years, 246 million Euros will become available for financing regional cooperation beyond borders through
the transnational Interreg programme CENTRAL EUROPE. The programme is part of European Union Cohesion Policy and will
co-finance cooperation projects to strengthen regional innovation, lower CO2 emissions, protect the environment and cultural resources and to improve transport connections. The funding priorities were presented to more than 700 representatives from the public and the private sector at the CENTRAL EUROPE Annual Conference.
The conference introduced details of the upcoming first call for project proposals, which is expected to open in early 2015 following the final approval of the programme by the European Commission. In a project idea fair and partner search forum,
more than 50 project ideas were presented and discussed by public and private institutions from all over central Europe.
Senior Capital Final event
12 November 2014, Budapest, Hungary
After 2 years of successful implementation, the Senior Capital ¬ Develop human capital of seniors to increase their economic
and social value in a knowledge based and competitive economy ¬ is closing to its end. The project aimed at contributing to
the economic competitiveness of Central Europe through developing knowledge and enlarging quality work force with a focus
on seniors.
The official final conference of the project was held on the 12th of November 2014 in Budapest, Hungary. At the conference
the results of the project were shared with the wider public, while experts in the field, policy-makers and representatives of
the business sector presented their thoughts on senior education and employment trends. Simultaneously, an outlook to the
wider European context was provided and future cooperation opportunities were introduced by experts and the representative of the CENTRAL EUROPE programme.
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SENIOR CAPITAL – The future is built on your experience
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www.seniorcapital.eu
Contacts:
project leader:
Ms. Ilona Győrffyné Molnár
([email protected])
project manager:
Ms. Anna Szepesfalvy
([email protected])
Ms. Zsuzsanna Vargáné Kremzner
([email protected])
communication manager: Ms. Nikolett Antal
([email protected])
This project is implemented through the CENTRAL EUROPE Programme co-financed by the ERDF.
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