‘Growing Older In Salford: a ‘refreshed’ Strategy for Wellbeing’. March 2009
The aim of the Salford Strategic Partnership is "To create the best possible quality of life for the people of Salford."
"In 2024, Salford will be a beautiful and welcoming city, driven by energetic and engaged communities of highly
skilled, healthy and motivated citizens, who have built a diverse and prosperous culture and economy which
encourages and recognises the contribution of everyone, for everyone"
From the draft ‘Sustainable Communities Strategy’ 2009
‘Trees grow stronger over the years, rivers wider. Likewise with age, human beings gain immeasurable depth and breadth
of experience and wisdom. That is why older people should be utilised as the rich resource to society that they are.’
Kofi Annan, United Nations Secretary General
Our vision for people growing older:
‘The vision of Salford citizens is to be able to remain independent in our own homes, or as close to home as
possible, as we grow older. In order to achieve this, facilities and services should be developed which are easy
to access and which recognise our local communities within Salford. The needs of the most vulnerable amongst
us and the needs of our carers and of any of us who are carers must also be recognised and taken into account
within any plans. We want to take part in any decisions which are made about how services and facilities
should be developed in Salford.’
From the Vision for Future Services for People Growing Older pub. 2003
This short booklet refreshes the Strategy for Wellbeing: ‘Growing Older in Salford’, published early in 2006. The overall
strategy was a statement of intent of how the independence and wellbeing of people growing older in Salford would be
promoted. The strategy involved services beyond health and social care and showed how services could coordinate their
approach across the public, voluntary and independent sectors. The strategy was written in partnership with older people from
across the city and reflected their priorities and their desire to be recognised as key contributors to Salford’s communities.
our building blocks
The overall aim of the strategy was to provide a way of working with and for older people throughout the city, recognising that
people growing older are a vital resource in Salford. The strategy was based upon a number of building blocks which were
developed with older people from across the city and which form the foundation of our work. Those building blocks remain
important in 2009:
Involvement: “with us not for us”
Tackling ageism: “we’re not moaners and groaners”
Information: “to be able to make informed choices”
Inclusion: “being seen to be active members of our communities”
Measuring progress together: “how are we doing? how can we improve?”
These building blocks help us to identify our priorities and ensure that the targets we set relate to the needs of older people in
order to create a strong foundation for future wellbeing.
a new approach
The Government is currently renewing its National Ageing Strategy. Key themes under discussion are:
Creating an age-friendly society
Preparing for later life
Living well in later life
Stronger protection and support.
These themes can be summarised by the words ‘Prepare, Participate and Protect’.
The way we approached refreshing our strategy in Salford reflects the above themes. Our process continues to be to:
Build on the existing model with older people to ensure that they have a voice in how services are planned and delivered
to meet their needs
Further develop a process to ensure that all services are inclusive and sensitive to the particular needs of older people,
from all the different communities, with an emphasis on maximising independence and promoting wellbeing
Anticipate need, respond to the present and plan for the future by learning from the past and building on our existing
Adopt this amended strategy to serve as a route map which summarises what we want to achieve, and when we want to
achieve it by, together with a joined up action plan which will be reviewed each year.
Proposals in the 2006 Wellbeing Strategy led to Salford’s gaining funding under ‘LinkAge Plus’, a funding stream administered
by the Department of Work and Pensions which enabled the expansion of some existing services and development of new
services to promote wellbeing and independence amongst people growing older. We looked at progress of these
developments as part of our review of the strategy.
In revisiting the strategy we have looked at information about our local population, looked at recent guidance documents,
learned from research, particularly from lessons from LinkAge Plus, reviewed achievements against the first strategy action
plan and discussed priorities for future action with a wide range of older citizens, service commissioners and providers across
the whole local system.
key themes within our strategy
to ensure that services and activities which are key to implementing this strategy can be sustained.
to engage with and empower local older people, no matter what setting they live in. This strategy will only succeed if it
remains rooted in the opinions of local older people. Older people want to play their part in a society where people are
to manage risk in later life, recognising the transitions people face as they grow older. We believe that actions planned to
implement this ‘refreshed’ strategy must recognise some of the risks to wellbeing that later life can present and seek to
help people to anticipate and deal with those challenges as they grow older.
to make later life a time of opportunity in Salford helped by access to information and chances to be involved in many
aspects of local life.
to promote good physical and mental health.
to build relationships between individuals and across generations. Older people bring both a lifetime’s wisdom and an
openness to new experience, younger people bring fresh perspectives. Learning together as a society how to strengthen
these bonds is one key to our future as a community.
to further develop a culture which promotes independence and wellbeing, encouraging self management of difficulty
whenever possible. This approach will be supported by services which are straightforward to access, focus on the
person in need and are well coordinated.
to get the key partnerships right. Service commissioners and providers play vital roles in taking action forward, in
partnership with older people.
our culture for change: some developments
Since the last strategy was agreed the Older People’s Wellbeing Development Board has overseen the implementation of
the Wellbeing Strategy and development of LinkAge Plus-funded services. A Partnership Board for Older People
established in 2005 has led commissioning of a range of joint health, social care and housing services. These include
Intermediate Care Services, Joint Health and Social Care Teams in local neighbourhoods and a range of Extra Care
Older citizens sit as representatives on both Boards, appointed via a process supported by Age Concern Salford, working in
partnership with the Primary Care Trust and Salford City Council.
Since 2006, in addition to strengthened Intermediate Care and other services referred to above, developments have
included working in partnership to establish:
‘Young at Heart, Full of Life’ events city wide to mark International Older People’s Day and International
Grandparents’ Day in October of each year.
Screening through the city’s Customer Contact Centre: callers are put in touch with services which install smoke
alarms and help with other safety measures; potential eligibility for benefits is identified; eligible callers are
encouraged to have ‘flu injections.
An Information and Activities booklet for older people has been printed and distributed, in addition to expanding
information on the askSID internet database.
Growing numbers of older people are developing skills in use of the internet, email etc, sometimes working in
partnership with younger people to help learning.
A mobile library and information centre has been developed, enabling people to access information and receive
benefit eligibility checks as well as having books delivered at home or close to home.
A ‘Housing Choices’ service has been established to help people decide on appropriate housing as they grow older.
This service helps people to obtain housing and in some circumstances helps with practical support during a house
The ‘Healthy Hips and Hearts’ exercise service has expanded city wide and in addition to regular exercise groups has
established tea dances and a choir.
A new Creative START 50+ service offers arts related activities to its members, helping combat isolation by bringing
people aged 50 and over together through groups to develop skills in the arts. After an initial period a number of
groups have been enabled to agree a constitution and to raise funds to be self supporting for the future.
Reminiscence boxes have been developed by cultural services based at Salford Museum. The boxes are regularly
taken into a number of settings including registered care homes and nursing homes and are available to be loaned on
Assisted exercise machines in a number of day centres help people to recover balance, strength and confidence and
aim to promote mobility
Members of the Salford Forum of Older People have worked with several public services to carry out scrutiny, making
valuable recommendations for improvement which have been carried out. The Forum has also agreed a development
plan and now holds 2 large open meetings a year which offer an opportunity to discuss issues which are important to
people growing older. Speakers at regular Forum meetings educate members on current thinking and consult about
current proposals for wellbeing.
Older citizens attend a number of planning groups in the city to ensure that the needs of people growing older are
taken into account. Work to strengthen the voice of minority groups has achieved an increase in representation,
reflecting the diverse range of cultural and ethnic groups living in the Salford of the twenty first century.
‘Growing Older in Salford’:
elements of the action plan
services together to be
sensitive create an healthy +
to need age friendly active
how will we build on this?
We will continue to work together to agree the detail of a joint action plan based on the following priority areas, including dates
by which actions should be achieved, and where key responsibilities lie. Although the majority of actions may be achieved over
a three year period, some may take longer as they entail cultural change or additional resources.
1. we will combat ageism in Salford and enable people to continue to be involved in the life of the community
you told us:
‘We need to combat long held, ‘dated’ prejudices and promote positive images of people growing older’.
‘We must reach older people who are isolated within our communities. Support doesn’t reach all those who need it.’
‘We all have responsibilities as citizens and neighbours’
we will work in partnership to consolidate developments from our 2005/6 action plan and, in addition:
recognise that people growing older are a vital resource, bringing wisdom from life experience and an openness to new
plan in neighbourhoods for local action, asking Community Committees to relate their local action plans to this strategy
promote this wellbeing strategy with Practice Based Commissioning decision-takers
develop ways to work more effectively with isolated older people, no matter where they may live in Salford; share
learning about how best to achieve that
develop information about a range of activities which offer opportunities for involvement/social contact year-round
work to meet the communication needs of older people who have sensory disabilities to enable them to play a full part in
build on the ‘Young at Heart, Full of Life’ programme, engaging older people in planning and evaluating the benefits of
develop and promote positive images of local older people which reflect the diverse range of groups living in Salford
steer the process of strengthening links between generations in Salford; promote intergenerational approaches to take
forward work on each of our nine priority areas; support intergenerational working being piloted via a post based with
Age Concern Salford; agree a model to evaluate the outcomes of intergenerational working in Salford
support lifelong learning opportunities such as U3A (University of the Third Age), Creative START 50+, Creative writing
further expand opportunities for older people to take part in volunteering by strengthening this within our local culture
ensure access to and understanding of technology to help people to cope at home.
2. we will ensure that people growing older feel Safe and Secure :
you said: ‘Some people just stop going out because they are afraid of what might happen to them’
‘Friends and neighbours can make you feel more secure: looking after each other, it isn’t a new idea.’
we will work in partnership to:
ensure older citizens contribute to planning to combat crime
clarify what issues currently are for older people with regard to crime and personal home safety and security
assess the extent to which doorstep crime affects people growing older
review results of the burglary reduction programme to assess its impact on older people
ensure that developments and achievements which add to a sense of security are publicised
deliver antisocial behaviour services which are equal across all types of tenure and offer protection to vulnerable people
build on the model of the ‘Safer Homes’ week held by Age Concern in 2008 and promote this approach in
explore the potential to promote personal safety by offering core training to a range of staff who regularly have 1:1
contact with vulnerable people eg Care on Call, Intermediate Care and Home Care, Day Care, District Nurses, Health
Trainers, Health and Community Development workers etc
promote the idea of ‘local experts’ for personal, home and community safety, training local people to become a source of
advice in neighbourhoods. Consider ‘Homewatch’ networks and Residents’ Associations as sources of experts.
incorporate safety awareness in existing training/development eg NHS self-managed care
agree leadership and responsibilities and report back to older citizens on progress against these actions
3. we will ensure that appropriate transport and means of getting around in Salford is available to people growing
you told us that:
‘Bus routes need to be more accessible, tend to be arterial, with lack of services to residential areas’.
‘Drivers need to be trained to help and assist disabled passengers’.
‘We don’t know how to influence the GMPTE effectively’.
‘We need subsidised transport for carers when accompanying a cared for person’
‘Parking is very difficult at Salford Royal Hospital for people with disabilities or poor mobility or when accompanying a frail or
‘Older people are the second largest group involved in road-related accidents in Salford.’
we will work in partnership to:
promote the need for a transport commission in Salford
engage partners and older citizens in summarising views about local transport needs and how those needs might be met
via a range of resources
encourage the use of transport/travel measures which conserve the environment: car sharing; walking; cycling; using
involve older citizens to work with the Road Safety Partnership to consider how collisions might be reduced and
seek to influence transport providers about improving driver behaviour and increasing routes, learning from successes in
other areas of the country during LinkAge Plus and other initiatives.
establish effective representation from Salford Forum of Older People and from other Forums at GMPTE and related
bodies (eg the Transport Network)
engage with Salford Royal Hospital to seek solutions to transport problems for people growing older
work to achieve subsidised transport for carers when travelling with a cared for person.
identify ‘Champions’ who will work across partnerships to promote the transport needs of people growing older.
4. we will help to ensure that people growing older are healthy and active by working and planning in partnership
you told us :
‘That people have the feeling of being in a good community’ in Salford.
‘Whenever possible actions (should be) taken to increase independence and improve quality of life’.
‘We need a register of social and community opportunities.... rooms to meet in’.
‘Leisure and learning courses are important but some are short term’.
‘Older people need to cope with the technology involved with digital switchover; take note of experiences in Whitehaven, the
‘Lack of public toilets and accessible toilets prevents some people from going out and about.’
we will work in partnership to:
encourage people growing older to:
learn from the ‘Self Care’ Strategy
engage with the ‘Expert Patient Programme’
use preventative measures such as ‘flu injections
build on developments in screening callers to the city Customer Contact Centre for eligibility for preventative
interventions such as ‘flu injections. Customer contact will explore additional preventative roles jointly with NHS
raise awareness of a range of staff who have 1:1 contact with service users about the implications of chronic and long
term conditions for life style of older people.
encourage take up of free swimming (60 and over) and free gym use (70 and over)
monitor and evaluate the use of assisted exercise machines, assess the extent to which service users progress into
Healthy Hips and Hearts groups after using these machines. Consider whether this service should form part of the
overall Falls service. Explore the possibility of future development in partnership with Practice Based Commissioning.
continue to expand Healthy Hips and Hearts groups and their mentor led approach. Incorporate social activities and
monitor the results of expansion. Explore ‘association’ status for mentors, enabling wider potential sources of future
funding. Consider whether safety awareness can be further developed in partnership with the Community Safety Unit,
then rolled out as training with other services
establish a working group to link life long learning opportunity groups together to promote development and maximise
funding opportunities, summarise findings in a joint report with recommendations for the future. Initially membership to
comprise Life Long Learning; U3A; START 50+; Libraries; Museum service; Age Concern.
continue to outreach learning, arts, heritage, library and information services to socially isolated older people
identify appropriate people to support others during digital switchover: this could be short term. Address further issues as
people grow older to do with adapting to technology of remote controls and mobile phones.
the Forum of Older People will scrutinise public toilet provision and information about facilities.
5. we will ensure availability of good quality accessible information which assists people growing older to exercise
you told us that:
‘Word of mouth is important’.
‘There need to be meetings and events which give information and listen to people.’
‘We need workers who can signpost and give a personal information service as well.’
we will work in partnership to:
provide information in a range of media which helps people understand what is available to help them experience good
quality of life.
explore how best to realise the potential of digital technology as a resource to bring a range of local information into the
homes of people growing older
use learning from LinkAge Plus about targeting information within the older age group of the population. Refresh the
existing communications strategy for older people.
continue to improve information available about how to manage a range of conditions, including dementia.
publicise the roles of existing information points: Gateway Centres, one stop shops, libraries, Age Concern, askSID
develop the role of local people who become ‘experts’ who provide information by word of mouth/accessing
internet/offering leaflets/ linking people to other sources of information in local neighbourhoods. Pilot development and
training for this in one area. Explore a link to ‘Homewatch’ model.
ensure advocacy services are available for older people in Salford, no matter where they live.
develop an image/strapline which indicates that information is of interest to people growing older
use good forward planning, provide information and positive images for example on a calendar which becomes a daily
tool in the homes of older people. Make this available electronically and establish a targeted circulation plan for paper
copies. Explore sponsorship and/or charitable funding.
ensure council and community newsletters have a section of interest to older people and ensure features of information
to older people at least once annually. Report back on this to the Wellbeing Development Board.
make opportunities for and encourage people growing older to become involved with Salford Community Radio.
6. we will develop an appropriate range of Health, Social Care and Housing services which emphasise support at
home and greater joint working between health and social care professionals.
you said you hope:
‘That services will automatically follow as needs increase’.
‘That services will share information’.
‘That training for staff will improve, especially in care homes’ ‘And in independent home care’.
‘That people will not slip through the net’.
we will work in partnership to:
ensure future planning uses information about population need effectively so that future services created will be
follow the priorities of ‘prepare, participate, protect’.
continue to develop Intermediate Care services to help individuals deal with crises in their lives
develop personalised services, further promote use of direct payments and personal budgets
achieve up to date records of their personal care for people receiving care packages at home
further embed integrated health and social care teams in neighbourhoods, ensuring flexible roles and responsibilities
which avoid duplication and offer good coordination to service users and unpaid carers.
raise expectations and understanding amongst people growing older so that they work in partnership with professionals
to achieve early diagnosis and promote wellbeing
develop effective screening systems in a range of settings so that people do not ‘slip through the net’ as a result of
presenting need at an unconventional entry point.
continue to publicise access criteria so that potential service users and carers are empowered to make informed choices
promote feedback to staff. Empower staff to work within a personal budget framework to ensure service users and carers
access appropriate resources. Use professional and local knowledge to benefit patients and users
work to increase the range of housing provision for people growing older in Salford, taking note of strongly expressed
wishes for two bedroomed accommodation and an older people’s village.
offer services which help people both to maintain and adapt existing housing to their needs as they grow older and to
make good choices about their options for the future as they approach later life.
work with public, independent and voluntary sector providers to agree values (e.g. dignity) and sustain high standards of
actively provide information about services to avoid people ‘dropping through the net’.
further develop effective ways to monitor delivery of care at home to service users including electronic monitoring.
7. we will work to ensure that people growing older in Salford have access to adequate income
you said it is important to:
Ensure that people know about different welfare benefits
Make help available to complete applications: ‘I did not understand some questions on the form – did not know what
they wanted to know’.
Combat insecurity: in my opinion, one of the major causes of mental illhealth is financial constraints
we will work in partnership to:
review the effectiveness of the Pensions Forum
explore ways to ensure older people are aware of their entitlements: Produce a leaflet addressing commonly held myths
about benefits; Continue to actively publicise benefits availability locally; Continue to support a range of information and
advocacy services: CAB, Age Concern; work to ensure good quality referrals are passed through from customer contact
describe a system to educate local ‘experts’ to ensure people know what is available to maximise income. Decide
whether it is feasible to pilot and evaluate this.
contribute to developing a volunteering strategy for Salford by promoting opportunities for time banking (virtual income)
evaluating the pilot in the New Deal for Communities area and expanding as appropriate; publicising opportunities for
volunteering, with reciprocal advantages and basic expenses paid.
publicise the work of local credit unions (River Valley and Little Hulton)
explore with local charitable foundations whether pensions remain available from those sources
encourage employers to value age and experience and to create opportunities for paid employment.
8. we will increase the involvement of older people in policy development and service design
you told us what you wanted:
That people involved in service development and planning throughout the whole system understand the importance of
‘Nothing about us, without us’ and involve people growing older as a matter of course. “Think: they know what is
needed, not us’’.
‘That more use will be made of older people’s experience and knowledge’. ‘Some older people’s input has to be more
about using knowledge and experience because they are not able to do so much physically’.
‘Older people can make a difference because of our adaptability to change – we want you to use this to advantage’.
‘We want to see networking conferences for older people and workers to learn from each other
‘We want to use Forums to raise issues or concerns, and to achieve greater local councillor interest to achieve
support for older people in the city’.
we will work in partnership to
form subgroups of the Wellbeing Development Board to coordinate developments around involvement, scrutiny by older
people and intergenerational working. Ensure strong representation from older people on these groups. Learn from and
disseminate good practice.
bring Forums and ‘influencing groups’ together once annually to consider common agendas
ensure appropriate representation within the Local Involvement Network (LINk) hosted by CHAP
continue to appoint older citizens, ensuring effective voices for members of minority groups, to the range of Partnership
Boards and Development Boards in Joint Commissioning.
encourage the continuing development of special interest groups for older people associated with each Community
develop effective induction processes for people appointed to the above, including training analyses. Arrange
appropriate training and opportunities for officers and appointed people to learn together and from each other. Share
building on learning from LinkAge Plus, find ways to learn together and share good practice with older citizens and
colleagues in Greater Manchester/ the North West.
involve older citizens, service users and carers in staff development, including within the independent sector.
describe the role of older people’s champion and actively seek citizen champions from older people, invite Salford people
to register themselves nationally and locally as champions
create a register of older people’s champions for Salford, explore leadership from Partners in Salford
have regular features in Life in Salford which focus on issues important to people growing older
agree an action plan and continue support to develop the Salford Forum of Older People as an umbrella organisation
which represents the views of local older people. Review plans at least once annually with the Head of Older People’s
Commissioning, Age Concern, the Forum executive group
within the Forum development plan, Salford Forum to undertake a recruitment drive with organisations; to continue active
inclusion of members of minority groups; to include elected representatives (city councillors and/or members of scrutiny
committees) for fixed terms
support two annual open events focusing on involvement, led by the Forum of Older People
ensure funding is available to support the above
9. we will ensure that services are sensitive to the needs of older citizens.
you told us what matters to older people:
‘We want to know what has been discussed and how monies have been distributed in communities.’
‘We want to be aware of good practice and adapt it locally where possible. Continue and constantly evaluate.’
‘Make sure that people are treated with respect and maintain their dignity.’
‘We want to ensure that support is provided to adapt when people make the transition to care homes, and want to
consider different ways of doing that.’
‘We would like to see a buddying scheme for people who are lonely’. ‘We recognise how easy it is to become a recluse.’
‘My experience is that letters are not answered or acted upon.’
‘Bereavement is hard: how do you help people to take the first step and open the door back into daily life?’
we will work in partnership to
ensure that each neighbourhood of the city has access to appropriate services for people growing older locally; engage
Community Committees in keeping oversight of this.
work to ensure services are appropriate, accessible and seek to respond to the needs of the diverse range of groups
living in Salford, including people who have needs associated with culture, ethnicity, disability, sexuality and gender.
develop standards of care with strong underlying values which reflect the priorities of older people themselves.
promote the work of Salford Care Association: ‘the dignity challenge signup’; encourage recruitment of members.
continue education of service providers about dignity and equality. Involve people growing older in education of service
ensure that relevant findings from scrutiny are fed back effectively to staff and action plans are implemented.
form a ‘Social Isolation Peer Support Group’ bringing workers together from a variety of backgrounds to learn together,
sharing challenges and successes in working with isolated older people
ensure comment and complaints services are effective from the perspective of older people.
promote advocacy services to ensure citizens receive representation and support when they need it
revisit the existing pathway for end of life care and ensure that services and communities support an approach which is
sensitive to the needs of individuals, generations, beliefs and cultures
develop a strategic plan which takes into account the existing service by the customer contact centre and explores
additional ways to ensure that bereaved people are linked into appropriate support and help.
building on the examples of good practice in the development of dementia, falls and stroke strategies and services,
achieve clinical and academic engagement with the Partnership Board and Wellbeing Development Boards for Older
The Way Forward
Government guidance ‘Our health, our care, our say’ outlined a series of outcomes which would promote health and wellbeing
for older people. We have taken these into account when describing the actions which we propose taking in order to achieve
what older people tell us they want to see in Salford.
We hope that proposals within the ‘refreshed’ wellbeing strategy ‘Growing Older in Salford’ will consolidate the new ways of
working introduced since the original strategy.
Progress on implementing the action plan will be reviewed by the Wellbeing Development Board. This Board will bring together
representatives of older citizens with people responsible for planning and managing a range of services in Salford.
If you would like to comment on anything in this draft summary, would like a full version of the Strategy or of the Action Plan
Abbie Brearley, Joint Commissioning Directorate, Salford Primary Care Trust, St James’ House, Pendleton Way, Salford M6
Telephone 0161 212 5643 or email firstname.lastname@example.org
or search for ‘Growing Older in Salford’ on the city of Salford website: www.salford.gov.uk
We would value your comments on the draft Strategy for Wellbeing ‘Growing Older in Salford’. You can write on this
form, or send messages by letter, fax or email to Abbie Brearley at the address below.
Page Subject Your comments
5 Key themes
9 Feeing safe
10 Transport and
12 Being healthy
14 Good quality
15 Range of
17 Access to
needs of older
Please return to Abbie Brearley in Joint Commissioning, Salford Primary Care Trust, St James’ House, Pendleton Way, Salford
M6 5FW, email email@example.com or ring 0161 212 5643