WHO/Europe and the Bizkaia Provincial Council, Spain, have joined forces to equip policy-makers, researchers and social sector leaders with the tools needed to rethink narratives on ageing.
On 12 March 2025, over 70 experts and journalists gathered in Bilbao for the first-ever edition of a new WHO-designed leadership course on ageing, titled “Ageing is living: unlocking the potential of population ageing”.
This is a new initiative pioneered by WHO/Europe in partnership with the government of Bizkaia province, to change the way we talk and think about ageing in the 21st century. The course aligns with WHO/Europe’s upcoming new strategy “Ageing is living: promoting a lifetime of health and well-being (2026–2030)”, as well as with the United Nations Decade of Healthy Ageing (2021–2030).
Transforming perceptions of ageing
The leadership course, hosted by Bizkaia’s Nagusi Intelligence Centre, seeks to establish the Spanish region as a hub for training and dialogue on healthy ageing. With a focus on action-oriented learning, participants explored how longevity can drive social and economic progress. The programme provided practical tools to integrate healthy ageing principles into strategic planning, public policies and community development.
“Ageing is not a challenge to overcome but an opportunity to embrace. By shifting the narrative, we can unlock the full potential of longer lives and ensure that ageing is seen as a source of strength for our communities and economies,” said Dr Yongjie Yon, Technical Officer for Ageing and Health at WHO/Europe. “This leadership course is a critical step in that direction, equipping policy-makers and media professionals with the tools to foster a more balanced, inclusive and evidence-based conversation on ageing. We are grateful to the Bizkaia government for their leadership in advancing this agenda.”
Experts from across different sectors led discussions on key themes, including:
- the challenges and opportunities of ageing in Europe
- the transformation of long-term care systems
- prevention strategies to support healthy ageing
- creating inclusive environments and age-friendly communities.
Shaping the future of long-term care
Participants also discussed in depth the importance of long-term care and its inextricable link to Europe’s ageing population. Issues such as data-driven policies, integrated care systems, and strategies for supporting both formal and informal caregivers were some of the items addressed. Case studies highlighted successful initiatives that have improved the quality of life for older people, reinforcing the need for sustainable, people-centred care models.
As part of the event, WHO/Europe co-hosted an interactive workshop, “Changing the narrative on age and ageing”, designed to help media professionals address ageist stereotypes and foster more inclusive storytelling around ageing.
“As populations across Europe grow older, rethinking long-term care is no longer optional – it is essential,” explained Dr Stefania Ilinca, Technical Officer for Long-term Care at WHO/Europe. “Sustainable, people-centred care systems must be built on strong partnerships, innovation and a commitment to dignity and quality of life.”
“This collaboration between WHO/Europe and Bizkaia highlights the power of working together to create solutions that support older people, their families and caregivers. We look forward to continuing this work to ensure that long-term care is not just reactive, but proactive and empowering.”
A strategic alliance for healthy ageing
Bizkaia’s commitment to innovation in ageing policy was also highlighted, with the Provincial Deputy for Social Policy, Amaia Antxustegi, presenting the region’s Long-Term Care Transition Plan. The plan includes initiatives such as cohabitation units in care homes, community-based day centres and the development of regional reference centres to support care networks.
Through this strategic collaboration, WHO/Europe and Bizkaia are working to shape a future where ageing is recognized as a valuable asset to society. By promoting evidence-based policies and fostering cross-sector cooperation, this initiative supports the broader goal of ensuring health and well-being for people of all ages across the WHO European Region.