This Sunday, September 6, a groundbreaking event centered on celebrating the talents and value of adults over 50 will take place at the National Cultural Centre in Saint Lucia: the first-ever Helpage 50 Plus Pageant. With five contestants set to take the stage, the pageant was created to shine a spotlight on three core themes: untapped older adult talent, collective empowerment, and the growing movement for healthy, active ageing.
Backed by the country’s Department of Equity, Social Justice, Gender and Older Persons, the event aligns directly with the government department’s core mission: to expand opportunities for older Saint Lucians to remain active, visible, and engaged members of society as they age. In the lead-up to the pageant, Permanent Secretary Esther Rigobert held a meeting with all five contestants at HelpAge Saint Lucia’s headquarters in La Clery, where final preparations for the event are underway.
Rigobert emphasized that cross-sector collaboration with established community organizations already serving older populations is the most effective strategy to expand empowerment opportunities for this demographic. “We are delighted to be part of this effort and to collaborate with private stakeholders who are already doing tremendous work,” she noted during the meeting. “They are engaging older persons, addressing their needs, providing opportunities to develop new skills and helping them feel more empowered, while reinforcing the message that they can continue to make valuable contributions to society.”
Speaking directly to the contestants, Rigobert encouraged each participant to step into the spotlight with confidence, urging them to make the most of the unique platform. “I want to encourage all participants to dress up, show up and give their best, whether through their talent presentations or oratory skills. Put your best foot forward and show Saint Lucia what you are capable of achieving,” she said.
Beyond being a one-day performance event, the pageant is designed to redefine public perceptions of ageing. It gives participants a space to showcase their creativity, confidence, diverse skills, and ongoing contributions to Saint Lucia’s families, local communities, and national life. Robert Huggins, Director of the Division of Older Persons, explained that events like this pageant directly challenge harmful stereotypes about what older adults can achieve, by centering their abilities rather than their age.
“The whole idea is to create as many opportunities as possible for older persons to showcase their talents, skills and abilities,” Huggins said.
Host organization HelpAge Saint Lucia has a long-standing track record of centering the welfare and empowerment of older adults across the country. Its core programming covers policy advocacy, targeted social inclusion initiatives, skills training workshops, and expanded opportunities for older adults to participate meaningfully in community life. This weekend’s pageant marks one of the organization’s most visible public efforts to shift cultural narratives around ageing in Saint Lucia.