The sixth experiment

Stimulating elderly into socialising through food in service centers

PROBLEM:

Community centres aim to arrange activities for local residents with the goal of strengthening community cohesion. In addition to a variety of activities, they also offer meal options. This avenue provides the elderly population in Bruges with access to affordable and diverse meals, as well as opportunities to socialize with fellow neighbours. However, from discussions and surveys conducted with this demographic, it's evident that not every elderly individual feels comfortable visiting a community centre. Many perceive the threshold to entry as too high, especially when considering going alone. Ironically, it is precisely this vulnerable demographic, already at risk of social isolation, that struggles to engage in activities offered by community centres.

BEFORE:

The array of activities available within the community centres of Bruges is already quite diverse. Surveys indicate that it's primarily regular attendees who frequent these centres, engaging in activities and partaking in meals on multiple occasions each week. However, older individuals facing potential social isolation often find it challenging to make their way to these centres. The prospect of not knowing anyone or having to attend alone acts as a significant deterrent. This initiative seeks to inspire this vulnerable demographic to visit the community centres by employing innovative approaches and communication strategies. To accomplish this objective, the buddy system has been introduced, encouraging regular attendees to motivate others to explore a community centre.

AFTER:

Regular visitors of community centres are motivated to bring in new attendees to activities through the use of incentives. The communication regarding this has been customized to cater to the older population, the specific target audience.

VERIFICATION:

Utilizing a variety of communication channels, regular attendees were encouraged to introduce a newcomer to the activities at the community centre "Den Heerd." This resulted in several visitors bringing along a new participant to join in the already established activities.
 

Community centres are designated as inclusive meeting spaces within neighbourhoods, where individuals of all backgrounds—regardless of social status, marital situation, physical or genetic traits, birth circumstances, faith, worldview, gender, health condition, disabilities, skin color, age, national or ethnic heritage, citizenship, political beliefs, sexual orientation, language, abilities, perceived race, or union affiliations—are welcomed. These centres celebrate the diverse makeup of their respective neighbourhoods and encourage residents to contribute their skills to both the centre's operations and the broader community, thus fostering a culture of volunteerism. They may be governed by a municipality, a foundation, or a private entity. In the Bruges area, there are 17 such community centres overseen by the OCMW enterprise, Mintus. One of Mintus' primary objectives is to facilitate aging in place for the elderly population. This demographic also forms a vital focus within the community centres in Bruges.
The mission of the Living Lab Bruges is to provide customized, nutritious meals for individuals aged 65 and above. One of the initiatives within this living lab centres on the goal of familiarizing more individuals with the operations of community centres. The ultimate aim is to enhance outreach and support for this demographic across various levels of health and well-being.

Research and surveys have revealed that a vulnerable segment of elderly individuals still face challenges in accessing community centres. These are seniors who are at risk of experiencing social isolation. In the initial phase of the experiment, a focus group discussion was arranged with the older target demographic to pinpoint the obstacles and possibilities associated with community centres. The inquiry centred around the following question: 'What are the elements that allow food to serve as a social unifier in community centres, ultimately enhancing mental well-being? Furthermore, an investigation was conducted into the underlying reasons why people do not frequently visit these centres. It became evident that many perceive the entry barrier as too high. Those who are on their own do not feel at ease having a meal at a community centre. To mitigate this obstacle, it is crucial for seniors to first become familiar with the community centres in their vicinity and the activities that take place there. Once they gain exposure to this environment, the likelihood of them coming for a nutritious meal becomes more feasible.

The objective of this experiment was to explore avenues for bringing this vulnerable group to community centres. The strategy of the buddy system was employed. Individuals who are already active in community centre activities extended invitations to those who are not yet acquainted with them. In the initial stage of the experiment, tailored communication targeting the specific demographic was formulated. Through brochures, posters, and interactions during activities, visitors to the service centres were introduced to the concept and encouraged to participate. In June, the first buddy event was organized, offering participants an incentive if they brought someone new to the community centre on that day. This activity was closely coordinated with the 'Den Heerd' service centre, which provided all necessary amenities. During this inaugural gathering, the turnout of new attendees was rather limited, with only 10 people in attendance, including just one new individual. Because there was no activity linked to the buddy event and the incentive was not perceived as sufficiently valuable, motivation to participate was diminished. Following feedback gathered from the older population, a second buddy event was organized, tied to a popular activity—Bingo. Those who brought a new participant to this Bingo activity were granted free entry. This time, 33 people were present, including two new individuals. Feedback indicated that participants still had some uncertainty regarding the concept of a buddy. They tended to invite others who were already acquainted with the functioning of the community centres. In the third phase, there will be a heightened emphasis on tailored communication to the target group, providing a clear definition of the concept of a 'Buddy' and a more individualized approach.
 

The experiment confirmed that reaching socially vulnerable elderly individuals is a challenging task. Although the turnout of new participants was relatively small, the initiative proved to be effective. Both the management of the community centre and the attendees present showed enthusiasm towards the experiment and its underlying goal. Looking ahead, efforts will be made to explore how the target demographic can be reached even more effectively to maximize the impact.