With its campaign "Experts for Life," Caritas wants to focus this year on the strengths of the elderly and their potential for society. Debates about life in old age are often truncated and tainted with negative portents, Franz Fink of the Catholic association criticized in an interview with this site on Tuesday.
"We want to contribute to widening the view of women and men in old age," said Prelate Peter Neher, President of the German Caritas Association. More than 80 percent of people in Germany wanted to remain in their familiar surroundings if they needed care, Neher reported at the presentation in Berlin. Cities and communities, as well as neighborhoods and parishes, are not sufficiently prepared for this, he says. Neher called for the creation of an appropriate infrastructure: with easily accessible stores, expanded public transportation and various forms of housing for the elderly. "We should enable a piece of home in the last phase of life," said Neher.The Caritas president also renewed the demand for financial security for people who care for relatives. Analogous to the parental allowance, there should also be an income-based care allowance, Neher said. The career break of up to half a year, which is currently possible by law, can only be afforded by certain income groups.
Spots on television, materials for church services
In the campaign, the positive view of old people should not distract from the fact that older people are often dependent on help and support. The posters therefore feature old people with a slogan that captures their life experience and needs at the same time. "Expert on Sunday roast seeks listeners," for example.In addition to posters, Caritas is also running spots on radio and television and offering materials for church services. On the website, in addition to information, a blog is also accessible, in which old people express themselves on various topics. The campaign was designed free of charge by the Dusseldorf agency bbdo and is supported by the Glucksspirale (lottery).