The Media Council of Kenya (MCK) has underscored the importance of strategic partnership to enhance media coverage of initiatives supporting the elderly in the country.
MCK Director for Media Training and Development Victor Bwire reaffirmed MCK’s commitment to promoting accurate and impactful reporting on elderly welfare, emphasising the media’s crucial role in shaping public opinion and driving policy advocacy.
"We recognise the media as a powerful tool in influencing public perception and policy decisions. By strengthening partnerships with organisations like HelpAge International, we can amplify awareness of the challenges older person face and advocate for policies that ensure they receive the benefits they are entitled to", he stated in a meeting with HelpAge International.
HelpAge International Country Programme Manager Erastus Maina highlighted the importance of media engagement in tackling systemic challenges such as pension accessibility and elderly care.
“Through media training and regulation, journalists across Kenya can be equipped with necessary skills to report comprehensively on elderly welfare issues”, he said.
The meeting explored areas of collaboration, including capacity-building workshops for journalists, awareness campaigns and the development of specialised content tailored to empower older persons. Additionally, the two organisations deliberated on policy recommendations through media advocacy to influence change in retirement benefit disbursement.