Celebrating East Lindsey’s Ageing Well Ambassadors who are helping to tackle ageism

East Lindsey’s Ageing Well Ambassadors have been recognised for the vital role they play in supporting older people across the district.

There are currently 41 ambassadors helping to tackle ageism and promote positive ageing within the communities and groups they are part of.

The Council’s Age-Friendly programme is supported by the East Lindsey Investment Fund, with the Ageing Well team regularly attending community activities such as coffee mornings and U3A groups to raise awareness and encourage involvement.

Barry Clifton, 76, who organises a weekly Thursday walking group, is one of the district’s ambassadors.

He said: “My role is about helping people stay active and healthy in retirement. I organise a Thursday walking group for older people and play my part in keeping it going – if we didn’t organise it, it simply wouldn’t happen.

“Ambassadors meet quarterly to share information and updates, and we also attend events like monthly drop-ins.

“With hearing problems, it’s easy to feel isolated. Becoming an ambassador has helped me get out, talk to people and feel much more confident.”

The ambassadors were celebrated at an event held at the Campus for Future Living in Mablethorpe, as part of its first anniversary.

The celebration also marked the launch of East Lindsey District Council’s Age-Friendly Assessment Report, reinforcing the authority’s commitment to helping residents live healthier, more independent and fulfilling lives for longer.

The assessment provides a comprehensive picture of how well the district supports people to age well. It combines population data with feedback from a local survey conducted last year to offer insight into life across East Lindsey.

It highlights strengths, identifies gaps and areas for improvement, and measures progress against recognised age-friendly principles.

Councillor William Gray, Portfolio Holder for Communities and Better Ageing, said: “The assessment shows that East Lindsey is a good place to grow older, with strong communities, dedicated volunteers and a real sense of pride in where people live.

“However, it also highlights some challenges, and where small improvements could make a significant difference. This work will help us shape our Age-Friendly Action Plan and strengthen collaboration with partners and charities to support residents to live and age well.

“One of our greatest successes has been the work of our Ageing Well Ambassadors, who play a vital role in promoting age-friendliness within their communities and tackling ageism.

“It was fantastic to celebrate their contribution alongside the first anniversary of the Campus for Future Living, which has become a thriving hub for partnership working, services and opportunities, making a real difference to health and wellbeing on the Lincolnshire coast.”

Residents aged 50 and over can become an Ageing Well Ambassador. The voluntary role is flexible, allowing individuals to give as much or as little time as suits them.

Ambassadors help share age-friendly messages within their own networks, including workplaces, social groups, places of worship, and among family and friends. They may also have opportunities to co-design initiatives with partner organisations across the district.

The role is ideal for anyone who enjoys connecting with others and is passionate about improving the lives of older people. Ambassadors are also invited to attend regular forums and contribute to the Age-Friendly newsletter.

For more information, email healthycommunities@e-lindsey.gov.uk.

The Age-Friendly Assessment report and information on the ambassador scheme can be found here: www.e-lindsey.gov.uk/age-friendly