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Age Action is Going BIG in 2021

Age Action BIG Corporate Challenge - Pilot Year 2021

The Age Action BIG Corporate Challenge is our six-month Corporate Social Responsibility (CSR) programme that encourages corporate teams to promote intergenerational connection whilst raising funds and awareness to support our work.  By pledging to “Be Intergenerational,” participants will increase understanding across generations, which is key to transforming attitudes towards ageing and achieving a more inclusive society that values all of us as we age.

What is BIG?

The Age Action BIG Corporate Challenge is an annual CSR corporate challenge that lasts for six months. The programme contributes to employee engagement, learning & development, community support, and diversity and inclusion.  Corporate participants design fundraising products, services, or activities which champion intergenerational themes and/or components to support Age Action.

In return, 2021 corporate participants received support from Age Action through three webinar-style touchpoints: Ageism and Ageing in Ireland, Age Action Programmes & Advocacy, and Exploring Perceptions of Age in the Workplace, as well as ongoing support with their fundraising.

The Age Action BIG Corporate Challenge is one way that Age Action is facilitating conversations on ageism through fostering greater understanding of the importance of intergenerational connection.

The winner of the 2021 programme was Ervia, whose staff raised over 14,000 for Age Action through their tree-planting initiative, family gardening competition, family carbon footpint challenge, and other activities! You can read more about Ervia's win here.

The Launch

The BIG Corporate Challenge kicked off on March 22 with a game-show style launch event, featuring our judging panel:

  • Paddy Connolly, Age Action CEO
  • Ailbhe Smyth, Age Action Board member and activist
  • Tomás Sercovich, Business in the Community CEO
  • Jane McDaid, THINKHOUSE Founder and Head of Creative Innovation.

In 2021, participating organisations included VMware, Fidelity Investments, Sky Ireland, and Gas Networks Ireland. Their participating teams created dynamic fundraisers celebrating intergenerational connections, including support for older people in their communities, tree-planting initiatives for the benefit of current and future generations, a storytelling app available on Google Play and the Apple Store, and intergenerational family exercise challenges to promote healthy ageing.

Find Out More

If you’re interested in learning more about how to get involved, contact Melanie Steinhardt, Corporate Partnerships & Philanthropy Manager: The programme will run annually, and we’re happy to speak about your future participation and/or about tailored fundraising opportunities.

Age Action BIG Corporate Challenge - 2021 Recap Video