Strategic PR Leadership for the 16th World Ageing Festival: Amplifying Global Dialogue on Ageing
The 16th World Ageing Festival 2025, organised by Ageing Asia, marked a milestone event in Asia-Pacific’s ageing sector. Held over two days, the festival brought together more than 6,000 participants from 50 countries, including industry leaders, healthcare professionals, and innovators to explore the future of healthy longevity. With a sharp focus on embracing the “Age of Longevity”, the festival spotlighted the evolving needs of an ageing population and the importance of extending not just lifespan, but health span and happiness. Flame Communications was engaged as Ageing Asia’s media and publicity partner to amplify the event’s voice, draw attention to its significance, and shape its positioning as the leading global platform for ageing innovation. In addition to media engagement, our team led the PR campaign planning for the entire festival for the second consecutive year—strategising the overarching publicity direction and coordinating efforts across channels to maximise impact.
Scope of Work
Press Kit & Media Relations
We developed a professionally tailored press kit and press release that succinctly communicated the event’s scale, significance, and theme: “Living Healthier, Living Happier”. This included:
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Key facts and figures about the silver economy.
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Highlights of the festival, including the Singapore Seniors Cheerleading Team debut.
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Interviews with notable speakers and innovators in ageing.
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Showcase of the 16th Ageing Asia Innovation Forum (AAIF).
Media Coverage
Through our efforts, the World Ageing Festival received wide-ranging media exposure, including coverage in local and regional outlets across the healthcare, ageing, and innovation sectors. Media outlets highlighted:
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Singapore’s leadership in the silver economy.
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The unveiling of Meditel, Southeast Asia’s first medical wellness hotel.
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The innovative performances by seniors, promoting active ageing.
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Discussions on anti-ageing breakthroughs and economic sustainability.
Media Outreach & Coordination
We strategically reached out to mainstream and sector-specific media outlets to generate strong media interest. Our team:
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Secured targeted media attendance.
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Facilitated on-ground interviews with key speakers and innovators.
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Ensured that media interviews ran smoothly, with pre-prepared talking points and briefing notes.
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Provided support during the event to direct journalists and assist with story angles.
The Impact
Boosted Public Awareness
Our press and publicity campaign helped position the World Ageing Festival as a premier event in the global ageing innovation space, drawing attention to Singapore’s leadership role.
Elevated the Ageing Narrative
Through carefully crafted narratives, we supported Ageing Asia in redefining ageing — shifting public conversation from frailty to empowerment, innovation, and dignity in later life.
Strengthened Stakeholder Engagement
Media interviews and coverage amplified the voices of sponsors, partners, and exhibitors, supporting Ageing Asia’s wider mission to grow the longevity movement and build an inclusive, age-ready future.
