The Face up to Frailty campaign is evolving from the EU Joint Action on Frailty "A comprehensive approach to promote a disability-free Advanced age in Europe: the ADVANTAGE initiative". All reports, including a layman’s report, are available at:

Rationale supporting the campaign

  • Frailty is a progressive age-related decline which confers extreme vulnerability to stressors such as an influenza or gastroenteritis, increasing the risk of disability, hospitalization or even death.
  • Frailty may be prevented and treated to foster a longer and healthier life.
  • Frailty is an important public health issue in our society which has solution.
  • We need to create awareness in the civil society at large and more specifically on health policy makers, patients, informal carers, health professional and researchers on the relevance and
    necessity of taking action on this issue.
  • Civil society takes many different forms and it does many different things. The options for partnership are therefore many, and ADVANTAGE JA can partner intelligently with civil society in
    many ways to support our aims and action recommendations.
  • Civil society have the power to influence individual behaviour and the institutions that are involved.


Our aim is to co-produce a “Face up to Frailty” narrative with people who have lived experience of frailty, their families and carers. This has been at the heart of a Face up to Frailty engagement
campaign and messages for use by policy leads, advocates, professionals, and cross sector organisations in the five Spanish Autonomous Regions participating in ADVANTAGE JA.
This will develop our call to action in the JA participants Member States and contribute to the European campaign that will be kicked off at the Madrid Forum on 13 th December 2018.


The campaign aims to:

  • Give visibility to the ADVANTAGE JA recommendations among health workforce, policy makers and managers and older people and their carers.
  • Have social society contributing to implement ADVANTAGE JA recommendations and have tangible results in everyday life, thus putting knowledge and evidence into practice.
  • Raise awareness of the impact of frailty for individuals, families, communities and systems.
  • Support people to share their stories about living with frailty.
  • Help people from all sectors to understand what they can do to prevent and manage frailty.
  • Build readiness for a decade of active ageing aligned with the WHO Strategy and action plan.