As part of the project “Age Against the Machine,” the first Festival dedicated to combating ageism was organized from November 6 to 10, 2024, at Odin Theatre in the city of Holstebro, Denmark. Odin Theatre is an avant-garde theater group based in Holstebro, founded by Italian theater director and researcher Eugenio Barba in 1964.

Continuing the avant-garde tradition of this theater, the Festival brought together all project partners, who presented their performances addressing different forms of ageism. Serbia had the most notable performance. The play titled "Waiting for the Rain" portrayed the various faces of ageism that older people face in different settings, including family, community, and society. The Danish performance, titled "Loneliness is a Monster," is an interactive show that explores how space and transport can be key to breaking down barriers between us. In a world where we are more connected than ever, loneliness has found a new form. It creeps into our daily lives and negatively impacts our physical and mental health. The Portuguese partner focused on the ageism faced by older women. The Polish performance centered on the aging body. The Italian performance, the only puppet show, illustrated intergenerational cooperation.

This Festival, as well as future ones, should encourage us to open our eyes and be aware that ageism affects people of all generations. It should serve as a reminder that it is time to eradicate stereotypes and prejudices against older people that are deeply rooted and have, in a way, become social norms.

This project is part of the European Commission's CERV – Network of Towns program, with partners from Denmark, Portugal, Italy, Poland, and the Netherlands. The Red Cross of Serbia is responsible for the expert part, with Natasa Todorović and Dr. Milutin Vračević in charge of introducing the topic of "ageism" and collecting quantitative data on ageism in all participating countries. The project leader is the Foundation “Novi Sad – European Capital of Culture,” with Branka Bajić Jovanov and Lazar Jovanov as project coordinators and co-authors.