support people to share their stories about living with frailty.
help people from all sectors to understand what they can do to prevent and manage frailty.
build readiness for a decade of active ageing aligned with the WHO Strategy and action plan.
It raises awareness on the impact of frailty for individuals, families, communities and systems.
promote the ADVANTAGE JA recommendations among health workforce, policy makers and managers and older people and their carers.
have social society contributing to implement ADVANTAGE JA recommendations and have tangible results in everyday life, thus putting knowledge and evidence into practice.
It collects a "Face up to Frailty" narrative with people who have lived experience of frailty, their families and carers.
The Face-up to Frailty Campaign will be launched during the Madrid Forum on December 13th 2018.