BREAK THE SOCIETAL TABOOS AROUND CARE
We rather not talk or even think about loneliness, mental wellbeing, ageing and death unless it’s absolutely necessary. We find these topics scary and confronting. They make us feel vulnerable, ashamed and powerless.
The culture of Caring for others - even though it’s inevitable for all of us - is not yet normalised in society. Caregivers and domestic workers remain largely unseen, unheard and often unprotected by Care systems.
These blind spots and stigmas render us unprepared for the unavoidable, and left with few good options for ageing well, living a quality life with illness or learning from death. And then, unconsciously, we pass all this down to our next generations. Perpetuating fears, isolation and non-written social norms that dictate our attitudes, expectations and behaviour towards these topics.
So, how can we create opportunities at different life-stages to raise these important conversations in daily life? How do we create safe environments where people can ask and discuss difficult questions that come up in complex Care situations without any judgment or pressure?
We need to deconstruct these taboos and build a new narrative to make these issues more accessible for everyone - using humour or visualisation or demystifying the language that abounds. A fresh identity that can resonate with people and create positive expectations in their minds.
By doing this, we’ll probably be putting the first stone to build the world of Care that we all deserve.
SOCIAL CARE
PERSONAL CARE
EDUCATION
LIFE
PROJECT EXAMPLES
ONGOING PROJECTS
PARTNERS & PUBLICATIONS
For the last 2 years, we have been collaborating with an Elderly Care Provider with over 50 Care homes across Spain to develop an End-of-Life Conversation protocol and tools to improve their front-line teams and clients’ experience.
We are also excited to continue our collaboration with the HCA teams to maximise how the care teams can sustainably use the tools and practices we co-designed and implemented for their new Day Care Hospice, Oasis.