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Jockey Club Centre for Positive Ageing advocates brain-healthy lifestyle

08/28/2012

To help counter widespread misunderstandings about dementia, a public education campaign on brain health is being implemented by the Jockey Club Centre for Positive Ageing (JCCPA) and CADENZA: A Jockey Club Initiative for Seniors.  Made possible by a funding of HK$1.78 million from The Hong Kong Jockey Club Charities Trust, the Brain Health Public Education Campaign is designed to raise public awareness of a brain-healthy lifestyle, prevent dementia and mitigate the impact of cognitive impairment.

The Club’s Executive Director, Charities, Douglas So attended the launch ceremony today (28 August) with Elderly Commission Chairman Professor Alfred Chan, CADENZA Project Director Professor Jean Woo, JCCPA Director Professor Timothy Kwok and campaign ambassador C AllStar.

Noting that this was a territory-wide campaign, Mr So said people from all walks of life would be able to participate in various activities to better understand brain health.  “We hope the public can develop a brain-healthy lifestyle through the campaign and disseminate the message to everyone.”

Professor Kwok expressed his gratitude for the Trust’s support in helping to arouse public awareness of brain health.  “We hope the message of brain health will spread across the city through a series of activities, enabling the old and young people to prevent dementia.”

The Campaign comprises four components – school talks, game design workshops and competition, as well as a community carnival.  JCCPA will organise 50 workshops for 5,000 primary and secondary school students to acquire basic knowledge and practical tips of leading a brain-healthy lifestyle with the provision of educational leaflets and booklets, while a video-promo will be broadcast through public channels. 

In addition, game design workshops will be provided to 400 students to encourage them to design games for brain health and participate in the competition.  Award-winning game designs will be showcased at the one-day community carnival, when elderly people will take on the roles to play the games.  The public education campaign aims to promote intergenerational support, with the message of brain health and dementia prevention expected to reach some 60,000 people including students.

The Trust donated HK$81 million to set up JCCPA in 2000, which operates under the auspices of the Faculty of Medicine of the Chinese University of Hong Kong and serves over 20,000 dementia patients.  It provides integrated day-care services, home-based training and short-term residency for dementia sufferers, as well as support services for their caregivers to help relieve their burden.  The centre has also committed considerable resources to applied research studies on dementia treatment and the effectiveness of different care services.  For more information about JCCPA, please visit the official website: http://www.jccpa.org.hk/

CADENZA: A Jockey Club Initiative for Seniors is a project launched by The Hong Kong Jockey Club Charities Trust with a donation of HK$380 million in 2006.  The project aims at nurturing academic leadership in gerontology and changing the mindset and attitude of the general public through a range of training and public education programmes.  Cross-sectional collaboration between organisations and the implementation of innovative elderly services and programmes are also encouraged in order to bring about a new mode of elderly care services to prepare for a rapidly aging society.  Details of CADENZA are available at http://www.cadenza.hk/.

The Hong Kong Jockey Club

Founded in 1884, The Hong Kong Jockey Club is not only one of the world's leading horse racing organisations but also a world top 15 charitable organisation and Hong Kong’s largest community contributor, donating HK$1.6 billion in 2011. It is also a major taxpayer, Hong Kong's single largest by far, generating over HK$15 billion a year for public funds. The Club pioneers technology applications for sporting and betting entertainment, striving for the highest levels of customer service. As a membership club, it is recognised as one of Asia’s most prestigious, with more than 23,000 members. These multifaceted roles make it a well-respected and remarkable organisation, dedicated to its mission of enhancing the quality of life for all Hong Kong people.

The Cluba£į?s Executive Director, Charities, Douglas So hopes the public can develop a brain-healthy lifestyle through the Brain Health Public Education Campaign and disseminate the message to everyone.
The Cluba£į?s Executive Director, Charities, Douglas So hopes the public can develop a brain-healthy lifestyle through the Brain Health Public Education Campaign and disseminate the message to everyone.

(From left): JCCPA Director Professor Timothy Kwok, Elderly Commission Chairman Professor Alfred Chan and CADENZA Project Director Professor Jean Woo share brain health tips.
(From left): JCCPA Director Professor Timothy Kwok, Elderly Commission Chairman Professor Alfred Chan and CADENZA Project Director Professor Jean Woo share brain health tips.

The Cluba£į?s Executive Director, Charities, Douglas So (2nd left) joins Elderly Commission Chairman Professor Alfred Chan (3rd left), CADENZA Project Director Professor Jean Woo (4th left), JCCPA Director Professor Timothy Kwok (1st left) and campaign ambassador C AllStar to perform the launch ceremony.
The Cluba£į?s Executive Director, Charities, Douglas So (2nd left) joins Elderly Commission Chairman Professor Alfred Chan (3rd left), CADENZA Project Director Professor Jean Woo (4th left), JCCPA Director Professor Timothy Kwok (1st left) and campaign ambassador C AllStar to perform the launch ceremony.

Elderly people play the brain health game.
Elderly people play the brain health game.

Group photo.
Group photo.

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