The Revera and Reel Youth Age is More Film Project promotes
TORONTO, Dec. 2, 2013 /CNW/ - Bernie Custis refused to give up on his
dream. When the National Football League denied him the quarterback
position because of the colour of his skin, he packed up and moved to
Canada. The Hamilton Tiger Cats signed him and, in 1951, he became the
first black quarterback in North American professional football, the
kick off to a great career and a berth in the Canadian Football League
Hall of Fame.
Now, Bernie is helping to break another barrier. Ageism is Canada's most
widely tolerated form of social discrimination,1 according to research. A unique new program between Revera, Canada's
leading provider of seniors' care and services, and Reel Youth, a
not-for-profit which empowers youth to create engaging films about
important social issues, is bringing together young and old in a film
project that promotes intergenerational learning and celebrates ageless
"Far too often people are judged," says Mr. Bernie Custis, resident at
Appleby Place Retirement Residence. "In my life I have been fortunate
enough to break some of these social barriers, which is why I was keen
to participate in making this film."
Called The Revera and Reel Youth Age Is More Film Project, the program brings two generations together to build understanding
through the creation of a series of short films that profile the lives
of 25 older adults. The films can be viewed on AgeIsMore.com.
"Age is More is focused on breaking down misperceptions and celebrating
ageless spirit," says Stephen Foster, Senior Vice President, Retirement
Living at Revera. "This project is a fun and meaningful way for the
generations to come together, share experiences and learn from each
According to Zoe Miles, Programs Manager from Reel Youth, "Even during
the first day of filming there were a lot of connections being made
between the younger and older participants. The youth were really
interested in learning the stories of each of the older adults—each of
them had their own approach to life."
There are surprising benefits to intergenerational contact, like better
psychological health for both generations, according to a Boston
College Study. Other benefits can include learning new skills from
each other, helping to alleviate fears of aging, giving people a sense
of shared purpose and reducing the likelihood of depression and
isolation among older adults.
"Older and younger Canadians need to find opportunities to connect
more," says Greg Shaw, Director, International and Corporate Relations
of the International Federation on Ageing. "The simple act of getting
to know someone from a different generation promotes positive attitudes
and behaviours, and helps address misperceptions that inadvertently set
in when people don't have enough exposure to each other."
And, according to research from Revera, the younger and older
demographics have more in common than they think. They have both
experienced considerable age discrimination in Canada, with 73 per cent
of Gen Y and 63 per cent of seniors (66 years of age and older) saying
they have been treated unfairly or differently because of their
age. Furthermore, 35 per cent of Gen Y and 24 per cent of seniors say
they have been a victim of stereotyping.
The Age Is More Film Project is being produced in two locations in 2013: Whitecliff Retirement
Residence in White Rock, British Columbia and Appleby Place Retirement
Residence in Burlington, Ontario, where Bernie Custis lives.
The project is part of Revera's ongoing effort to shed light on ageism
through its social initiative, Age Is More. Age is More is part of Revera Giving, Revera's way of giving back through
philanthropy, supporting employee volunteerism, and combating ageism.
This holiday season Revera is asking Canadians to go to AgeIsMore.com to
share stories of how their lives have been enriched by someone of a
different generation. All stories are entered in a contest for a
chance to win one of three $100 restaurant gift cards. Winners are
encouraged to use the prize money to spend time with someone of a
Notes To Editor:
Interview Opportunities are available with Greg Shaw, Director, International and Corporate Relations of the
International Federation on Ageing, who is available to talk about the benefits to both generations for
being more connected, and give tips on how Canadians can help combat
ageism. Stephen Foster, Senior Vice President, Retirement Living from Revera and Zoe Miles, Programs Manager from Reel Youth can speak about the Age Is More Film Project. Reel Youth filmmakers and Revera residents who participated in the
project are also available for interview.
Revera is a leading provider of seniors' accommodation, care and
services; built on a 50-year history of helping seniors live life to
the fullest. With more than 240 sites across Canada and parts of the
U.S., we work to enhance lives in our retirement communities, long term
care homes, U.S. nursing and rehab centres and through the provision of
home health services. Find out more about Revera at
www.reveraliving.com or find us on Facebook and Twitter.
About Reel Youth
Reel Youth is a not-for-profit program that encourages youth, adults and
organizations to create and distribute compelling films about important
issues. Over the past six years, Reel Youth has produced over 800 films
with 2,500 people within Canada and across the world. For more
information, visit www.reelyouth.ca or find us on Facebook and Twitter.
About International Federation on Ageing
The International Federation on Ageing (IFA) is an international,
non-governmental organization and point of global connection to experts
and expertise in the field of aging. The IFA believes in generating
positive change for older people through helping to shape and influence
effective age-related and senior policies and practice. For more
information about the IFA visit www.ifa-fiv.org.
About the Revera Research
Revera, in partnership with Leger Marketing, surveyed online Canadians
aged 18-32 (Gen Y's), 33-45 (Gen X's), 46-65 (Boomers), 66-74 (Younger
Seniors) and 75-plus (Older Seniors) to better understand their
attitudes on aging. The survey was completed online from August 24th
to September 4th, 2012 using Leger Marketing's online panel, LegerWeb, with a sample of 1,501 Canadians. A probability sample of the same
size would yield a margin of error of 2.5%, 19 times out of 20.
1 Revera Report on Ageism, Revera and the International Federation on
Image with caption: "Roy and Norma Clark share a laugh with Ashley Warren after a film festival screening of The Revera and Reel Youth Age is More Film Project at Appleby Place Retirement Residence in Burlington, Ontario. Ashley and another youth made a short film about the Clark's lives. (CNW Group/Revera Inc.)". Image available at: http://photos.newswire.ca/images/download/20131202_C6360_PHOTO_EN_34166.jpg
SOURCE: Revera Inc.
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