HelpAge India’s “Walk In My Shoes” Bridges Generations

HelpAge India has launched an emotional and thought-provoking campaign, **#WalkInMyShoes (#MerizarSeDekho), calling on Indians—especially the youth—to step into the lives of the country’s elderly and truly understand their daily struggles, resilience, and silent hopes. Anchored by a moving message from legendary actress and honorary brand ambassador Sharmila Tagore, the campaign is sparking conversations nationwide about empathy, age sensitivity, and the urgent need to bridge the widening gap between generations.

A Heartfelt Call for Empathy

India’s elderly population is growing rapidly, but many elders feel unheard, emotionally distant, and excluded—even within their own families. As HelpAge India’s latest national report reveals, sentiments like “Even if we live in the same house, we eat alone” or “Even loneliness has gone digital” highlight the isolation and communication gaps elders face today. The campaign’s central message is simple yet powerful: to truly understand someone, you must “walk in their shoes.”

The campaign video, featuring real voices of both youth and elders, urges viewers to put aside preconceived notions and see ageing through the eyes of those who live it every day. It’s an eye-opener for younger generations, challenging stereotypes and encouraging meaningful dialogue.

Insights From the “India Intergenerational Bonds” Report

The campaign is grounded in HelpAge India’s newly released “India Intergenerational Bonds” (INBO) national report, launched on World Elder Abuse Awareness Day 2025. The report explores how India’s youth and elders perceive each other and the realities of ageing in urban India.

Key findings include:

• 48% of young people see elders as dependent, and 56% perceive them as lonely.
• Despite these views, there’s respect: 43% see elders as respected, and 51% as wise.
• Many elders feel their families don’t spend enough time with them—79% express this sentiment, and nearly 20% feel the younger generation doesn’t want to engage with them.

This mix of admiration, empathy, and persistent stereotypes highlights the complex and sometimes contradictory ways generations view each other.

Bridging the Generational Divide

HelpAge India’s campaign aims to spark genuine intergenerational bonding, encouraging both youth and elders to understand each other’s challenges—be they physical, emotional, or mental. Kanchan Sen, Country Head – Resource Mobilization & Marketing at HelpAge India, explains,

“We must build a culture of kindness, empathy, and respect in which elders are celebrated; where empathy is a way of life; and where no one has to age alone”.

The campaign’s message is clear: ageing is a reality that will affect everyone, and society must prepare by fostering deeper connections and mutual respect.

Real Stories, Real Impact

The campaign’s video content features authentic stories and voices, making the message relatable and impactful. It’s not just about highlighting the problems elders face, but also about celebrating their wisdom, resilience, and the value they bring to families and society.

HelpAge India’s on-ground efforts, including panel discussions, signature campaigns, and events across more than 20 states, further amplify the message and encourage community involvement.

Moving Toward an Inclusive Society

By encouraging Indians to “walk in my shoes,” HelpAge India hopes to create a more empathetic and connected society—one where elders feel seen, heard, and valued, and where both generations uplift each other. As Sonali Sharma, Head – Communications at HelpAge India, notes,

“Our own perceptions often become stumbling blocks in forming meaningful inter-generational connections. The campaign aims to urge both generations to understand each other’s challenges and create a community of intergenerational care”.

HelpAge India’s #WalkInMyShoes campaign is more than just an awareness drive—it’s a heartfelt invitation to all Indians to rethink age, challenge stereotypes, and build bridges of empathy and respect between generations. In a world that’s changing fast, it’s a timely reminder that kindness, conversation, and understanding can help every generation thrive.