The document discusses the shift in Izhevsk's social policy towards active longevity, emphasizing a holistic approach to the health of the elderly based on socio-economic, cultural, and environmental factors. Initiatives like 'city health is its citizens’ health' focus on promoting active aging, enhancing accessibility to services, and involving older individuals in policy-making. Various programs and urban improvements have been implemented to foster social engagement and improve the quality of life for seniors in the community.

1. Office of disease prevention and health protection of citizens of the city
administration in Izhevsk
Topic: active longevity: new trends in social policy and practice.
(L.V. Kasenkova, E.V. Alypova, N.H. Zagrebina)
Health has become an essential indicator of the effectiveness of social
development. "Medical model" of health, is being substituted by "social model",
according to which health is the result of a number of socio-economic, cultural and
environmental factors; It depends on the quality of the living conditions and social
environment. The attitude to the health of the elderly, who are seen as a valuable
resource to society is being changed radically. A holistic approach to the health of the
elderly is reflected in modern strategies and concepts, both nationally and
internationally.
Since 2007, the work is being done on "Health in old age”. It is based on the
concept of "health and active ageing", the main aim of which is to increase the duration
of active life and extend the full participation of people in society. In the city of Izhevsk
an interdepartmental initiative group and a municipal long-term targeted program of
development of public health “Izhevsk city health is its citizens’ health" were created.
The program contains a special section on "Health in old age. This and a number of
other programmes ("accessible environment" and "older generation", "social support for
the elderly, the disabled and families in difficult life situations in the city of Izhevsk)
are aimed at :
- ensuring the availability of services: social and medical assistance and
creating conditions for the autonomy of the elderly;
- health promotion and disease prevention;
- providing conditions of urban environments that facilitate active ageing;
- the involvement of older persons themselves in solving health issues,
development and implementation of programmes.

2. Before adopting a special-target programme “City health is its citizens’ health"
there was analytical work: “The Health Profile of older generations» was prepared and
published; Research and Practice Conference was held; the programme concept,
objectives, and expected results were developed. As a result of the implementation of
the healthy and active old age related targeted programmes of health in old age has been
the subject of attention and activities of a growing number of experts, institutions and
citizens:
1) New information and other technologies that increase the availability of
social support services are being introduced.
2) Training programs for a healthier lifestyle are being developed.
3) Older persons are involved in the policy- making process affecting them.
4) Availability of urban transport means of communication, places of family
vacation and physical activity is being increased.
I can give some examples.
In each part of the city there are Centers of social services, where specialists
offer approximately 25 kinds of services, including psychological, legal, public
information, medical; provide services in the home, teach computer basics. Through the
e-admission websites the elderly can make an appointment with a physician, call a
social taxi. In the centers of social services there are Schools of Health and active
ageing, health lectures, clubs on interests. Annually, up to 24 000 people are trained in
health schools Within a few years, each year on the International Day of Older Persons
in the city of Izhevsk there are mass walking rallies under the motto "Activity is the
path to longevity. Older people of our city are actively engaged in artistic work: musical
groups, choirs, and Veterans’ clubs. The city created a special sports section for seniors;
the teachers of those classes are those elderly people who had a lifetime sport. In the
city of Izhevsk there is a barrier-free environment leading to safe movement around the
city. There are sliding down sidewalks onto the carriageway, handrails, ramps.
The traffic lights, bus shelters and urban public transport systems are modernized
Traffic lights are equipped with audio signals. Comfortable low-floor buses and
trolleybuses are being purchased.

3. Over the past 10 years in our city quite a lot of places for cultural activities,
physical activity and family holidays were founded. The most popular and beloved
urban places are the State National Theatre of the Udmurt Republic, State puppet
theatre, Russian Drama Theatre. Korolenko Republican public cultural center "House of
friendship", the Zoo, the Circus Udmurtia, and St. Michael's Cathedral – the jewel of
the city. Several squares, beautiful Promenade Izhevsk pond, Central Square with light
and music fountain were reconstructed. All of the above mentioned helps seniors get rid
of loneliness and feel their involvement in society.
From 1 April till May 15, 2012, there were organized events devoted to
International date of WHO- World Health Day on Aging and health, under the
motto "good health adds life to years" in the city of Izhevsk. A citywide rally was
attended by Izhevsk citizens of all age groups: preschool children, school children,
young people and families. But special attention in all activities on those days was
paid to the elderly.
In the framework of World Health Day 2012, there were activities such as:
-improving measures for pensioners (the express-analysis of blood sugar, doctors –
experts’ check- ups);
-gymnastic-recreational activities for older campers of SSC "Be healthy for a
hundred years!", "Let your body and spirit be young..."; a funny relay race; self-
massage, recreational gymnastics, finger joints, herb- tea making, chess and
draughts tournaments);
-an educational program «the Kingdom» of vitamins for seniors”;
-sports and music program "Healthy body – healthy spirit" Dance therapy "Dance
for health!";
- lectures on healthy lifestyle: "how to keep a good memory", "If you want to be
healthy – take preventive measures!", " To be Healthy is fashionable", "Nutrition
and health" etc. were organized for the elderly.

4. The result of the realization of the concept of "active longevity" should be:
the recognition that good health throughout life contributes to a
happy and productive life in old age
extension of active ageing and providing opportunities for being useful
members of society
- the use of innovation strategies to maintain good health of older people by the
authorities.
Achieving real obvious results takes time.
The results are collected in the course of work. Ongoing, habitual, and therefore
not always visible work of many people at all levels of society and power always brings
the obvious results in the end. And the people of the third age, as older people are called
in European countries are becoming active participants and active members of the urban
community.
Thank you for your attention!
22.08.2012.