A grassroots approach is helping identify early changes in older people’s health — steering them towards support before crisis hits.
This article was written by Cameron Young, CEO of Trinity Homecare
Across the UK, the ageing population is growing faster than ever, and with it comes a complex set of challenges for the care sector. Older adults are at increased risk of social isolation, declining physical and mental health, and avoidable hospital admissions. For families, recognising the early signs that someone may need support is not always straightforward. Many subtle changes, such as reduced appetite, increasing forgetfulness or slight mobility issues, can go unnoticed until they escalate into serious problems.
In this context, community-based solutions are emerging as a vital complement to formal care services. One such approach gaining attention is the deployment of local ‘community ambassadors’ – trusted individuals who can act as early warning systems within their neighbourhoods, offering guidance and connections to professional support when needed. While still a relatively new concept, the potential of this model to transform later life care is becoming increasingly clear.
Community ambassadors are often people who already have strong local connections. They may be respected in their communities and willing to share advice. Their value lies in their ability to identify early changes in an older person’s wellbeing that may not yet have prompted medical intervention. By encouraging timely support, be it through health assessments, social care services or lifestyle adjustments, these individuals can help prevent situations from escalating, reducing the likelihood of hospitalisation and maintaining independence for longer.
The benefits of this approach extend well beyond immediate health outcomes. Early intervention can help preserve an individual’s autonomy, reduce stress for families and strengthen social cohesion within communities. It also supports the broader health system by easing pressure on hospitals and urgent care services, a priority increasingly highlighted in policy discussions around ageing and integrated care. In a climate of constrained resources, empowering communities to play an active role in preventive care represents a cost-effective and sustainable strategy.
The practical implementation of community ambassador programmes is versatile. They can involve informal interactions, such as conversations at local social groups or neighbourhood events, or more structured engagement, like providing guidance at community centres or participating in awareness campaigns. Training and ongoing support from professional care providers ensures ambassadors are equipped to signpost effectively, without taking on responsibilities that require clinical expertise.
Crucially, their role is to complement, not replace, the formal care sector. Early evidence from Trinity Homecare’s Community Ambassador Programme suggests that community-driven approaches can have a measurable impact. Ambassadors are helping families access the right support at the right time, improving confidence in navigating later life decisions, and raising awareness of preventative care options. While the data is still emerging, these trends indicate the potential for such programmes to become an integral part of a wider care strategy.
For the care sector, the implications are significant. Embedding local advocates in care pathways aligns with the increasing focus on preventative, person-centred models. It encourages closer collaboration between families, communities and professional care providers. It also highlights the importance of social intelligence, understanding an individual’s everyday life and environment, as a critical complement to clinical knowledge. By recognising the potential of trusted community members, organisations can extend their reach, identify unmet needs earlier and deliver more responsive, tailored care solutions.
Images via Shutterstock and Cameron Young
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