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n•&••~~~-~-~-~~-~M· Guests and brand representati ves attended the award presentation ceremo ny.

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The first 'HK50+ Award'

To bring changes in the market , we need to rely on the wisdom of public. 'HK50+ Award ' is a favourable solution to

foster an Active Ageing society in Hong Kong. Based on more than 20,000 voters ' (people aged 50 or above) rating in more

than 20 categories including 'clothing , food , lifestyle , transport , leisure , the Award has been presented to the

favourite brands for the 50+. Silver-hair market is a blue ocean that has not yet been fully explored , and it will grow rapidly in the foreseeable future. Products and services

specifically designed for the 50+ will continue to flourish. The 'HK50+ Award' demonstrated a pioneered model to establish

collaboration between public sector (NGO) and private sector , in order to promote the well-being of the 50+ gear towards

'Better Choices , Better Life and a Better City '.

CFSC Annual Report 2016-2017 .....-:=--•. Active Ageing Services L.....::=--

r11u1JUliiltzvrr J ~lbm 'Walking Kwun Tong for Active Ageing' kick-off ceremony

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'Walking Kwun Tong for Active Ageing'

Walkability is a measurement of how walking-friendly an area is. Walk has health, environmental , and economic benefits.

Sponsored by Jockey Club Age-friendly City Project of The Hong Kong Jockey Club Charities Trust, Active Ageing Services had championed a new initiative called 'Walking

Kwun Tong for Active Ageing ' . 3 'good walking routes' had been designed by 50+ participants living in Kwun Tong

according to the feasibility, validity, comfort and enjoyment of the route. Together with a featured mobile apps and multi-faceted

promotion , it is hoped to transform Kwun Tong to become an active and healthy region for 50+.

'Healthy Living' Project

Funded by Kwun Tong District Council , True Light Villa and Shun On District Elderly Community Centre (DECC) and

other elderly service units had initiated the 'Healthy Living' project. In the project, we had conducted a 'Health/Disease

Prevention Information Survey' and presented our finding in the project closing ceremony in February 2017. A number of

improvement measures were recommended to the public and the relevant authorities so as to improve the dissemination of the information between medical profession and the elderly.

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' Age-friendly Communication in Health & Disease

related Information' Closing Ceremony cum survey release.

2016 ,~lHitifi~M~J ttfll1lit~~ The Award Presentat ion Ceremony of 'Kwun Tong Community Friendly Shops Scheme 2016'.

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The Project attracted great attention

from the media.

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'Kwun Tong Community Friendly Shops Scheme 2016'

Sponsored by 'Opportunities for the Elderly Project' (OEP) ,

Shun On DECC had carried out 'Kwun Tong Community Friendly Shops Scheme 2016' and collected 109 touching

stories from the elderly sharing the best stores ' stories in their neighbourhood. While 10 community stores were selected for

the award, a micro film 'Heart Lock' was produced based on one of the stories and shown during the recognition ceremony in January 2017 to demonstrate the caring of stores. This

project was awarded to be the 'Best OEP in Hong Kong' and 'Best OEP' in Kwun Tong district.

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The 'Kwun Tong Comm unity Friendly Shops Scheme 2016' was awarded two prizes in the OEP project and the result is encouraging .

CFSC Annual Report 2016-2017 .----:=-­Active Ageing Services ---

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To understand the charming of elderly women

Sex Resource & Counseling Centre for the Elderly initiated 'Charming of Women' project through the support of Kwun

Tong District Council. It aimed to unveil the unique charm of female elders through a series of activities. Finding of the

survey was presented in the closing ceremony in December 2016 and appealed media report.

The key to flourishing second half life is active participation. 50+ nowadays are better educated , experienced and with

huge interpersonal network. They are capable to shape their way of living and contribute to the society in a proactive

manner. Therefore, helping them to develop their career and find new meaning in the second half of life are the work foci of

our Active Ageing Services.

In addition, we are dedicated to the promotion of using information technology for the elderly and look forward to progressively improving the health literacy of the elderly. We

will also strive to advance our cooperation with the health care sector so as to enhance the health of the elderly.

2016-201 ?~&~~ITT (1!~2017~3.F.)31 B)

Service Statistics (as at 31st March, 2017)

fil~· fr ~~ § No. of members of Prime Link

599

&4f±t!?.~q:i,t,,fr~~ § No. of members of District Elderly Community Centre

891

50+1:5t~5!1JJB'9~1Hi j__,!J:. No. of attendance of Active Ageing programmes

144 --·--, D, I '

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'Q_JII'

390

~ ~4ffr~~§ No. of carer members

2,574

ti~fffi~B'9&4f1m~~ § No. of elderlies receiving counselling services

194,806

tihfFtkf#-~ § No. of collaborating partners

CFSC Annual Report 2016-2017 -Active Ageing Services