HelpAge India launches ‘#WalkInMyShoes’ campaign to highlight elder isolation and generational gaps

New Delhi: HelpAge India has introduced a new campaign titled #WalkInMyShoes (also referred to as #MeriNazarSeDekho), aiming to foster empathy across generations and raise awareness of the lived experiences of older adults in India. The initiative encourages younger people to understand the everyday challenges and emotional realities of the elderly population.

The campaign features a video anchored by HelpAge India’s honorary brand ambassador Sharmila Tagore, which presents real stories from both youth and elderly participants. It focuses on bridging generational divides through dialogue and perspective sharing.

“This campaign aims to bridge the gap between generations and fundamentally change the way we think about ageing in India. Our latest report shows that many elders feel unheard, emotionally distant and excluded, often sharing sentiments like ‘Even if we live in the same house, we eat alone’ or ‘Even loneliness has gone digital’ clearly reflects communication gaps and rising social isolation for the elderly which must be addressed. With the #WalkInMyShoes or #MeriNazarSeDekho campaign, we want to encourage genuine intergenerational bonding and spark conversations between youth and elders, fostering empathy across generations. Despite lifestyle differences and the digital divide, both generations agree on the family’s central role in elder care. Ageing is a reality that will soon affect every one of us and as a society we are still largely unprepared.” said Kanchan Sen, Country Head, Resource Mobilisation & Marketing, HelpAge India.

The campaign draws on findings from HelpAge India’s newly launched report titled India Intergenerational Bonds (INBO), which was released to coincide with World Elder Abuse Awareness Day. The report, “Understanding Inter-generational Dynamics and Perceptions on Ageing,” explores emotional, relational and psychological aspects of intergenerational relationships in urban India.

According to the report, 48% of young people perceive elders as dependent and 56% view them as lonely. At the same time, 43% consider them respected and 51% describe them as wise. This mix of views highlights both existing stereotypes and areas of mutual admiration, pointing to complex attitudes towards ageing among younger generations.

"Our own perceptions often become stumbling blocks in forming meaningful inter-generational connections. The maximum disconnect we see, is between the Youth and the elderly. Youth today recognise the generation gap and are open to bridging it, and elders want to spend more time and have meaningful conversations with the Youth.,” said Sonali Sharma, Head, Communications, HelpAge India.

Watch the campaign film: