A new national campaign is shining a light on the positive, human side of care homes across Wales – and inviting communities to step inside, connect and get involved.

Led by Age Cymru and funded by Welsh Government, Open doors, connected lives/Agor Drysau, bywydau cysylltiedig aims to challenge outdated stereotypes about care homes and highlight the vibrant lives, friendships and community connections that exist within them.

The campaign celebrates the idea that care homes are not just places of care, but places of life – full of purpose, creativity and belonging. It encourages people of all ages to build relationships with their local care homes, whether through visits, volunteering, school projects or community partnerships.

Care home resident Janet Branch, aged 74, stars in the campaign, featuring in a video and posters. She said: “To me, this is my home from home and I like it here. You know what I mean? I'm always happy here.”

Kelly Barr, Arts and Creativity Programme Manager at Age Cymru, said: “Care homes play a vital role in our communities, yet many people still have misconceptions about what life inside them is really like.

“This campaign is about opening doors – literally and figuratively – to show that residents can continue to lead meaningful, connected lives, and that everyone has a role to play in making those connections stronger.”

As part of the campaign, Age Cymru has launched a series of free bilingual resources on its website, including:

• A community engagement pack for care homes, with templates and tips to help homes host open days and build partnerships

• A briefing pack for health and care professionals, supporting positive, informed conversations with patients and families

• A powerful video featuring care home resident Janet

• Posters, social media templates and myth-busting materials for community use

• Resources are available to download at: agecymru.wales/opendoors

The campaign is calling on:

• Care homes to open their doors and share their stories

• Schools, youth groups and community organisations to visit or collaborate on shared projects

• Health and care professionals to help families understand the positive realities of care home life

• Members of the public to simply step inside, say hello and get involved

Kelly Barr, Arts and Creativity Programme Manager at Age Cymru, said: “We want to build a Wales where every care home is connected to its community, and every resident feels seen, valued, and part of something bigger.”

To learn more and download campaign resources, visit: agecymru.wales/opendoors

Follow the conversation at: #OpenDoorsConnectedLives/#DrwsAgoredBywydauCysylltiedig