Empowering seniors in rural France through inclusive mobility, preventive healthcare, and resilient communities
October 23, 2025
Ageing is not just a demographic trend—it’s a call to action that requires a collective response. As France faces a surge in its elderly population, rural communities are struggling with medical deserts, social isolation, and the growing need for home-based care that local authorities cannot resolve alone. The Silver Eco Project, led by the HUB CoLab for Silver and powered by a coalition of visionary partners— the French National Research Institute CEA, the French insurer MACIF, and the Toyota Mobility Foundation—is pioneering a new model for healthy ageing in the Provence Alpes Agglomération (PAA), particularly ageing and remote region of France.
Why It Matters
By 2030, over 20 million people in France will be over 65. Yet, 87% of the country is already classified as a medical desert. In 2024 alone, more than six million people lacked access to a primary care physician. For seniors in rural areas, limited transport options often mean delayed care, worsening health outcomes, and deepening isolation. Meanwhile, the number of dependent seniors needing care is rising faster than facilities can support.
A Collective Response
Launched in 2022, the HUB CoLab for Silver brought together public and private expertise of CEA and Macif to co-create real-world solutions to promote preventive healthcare and support longer autonomy at home. In 2023, the Toyota Mobility Foundation joined the initiative, bringing inclusive mobility expertise to the table.
Together, the partners launched two flagship programs:
- Going Towards: A three-pillar initiative focusing on brining inclusive mobility, build resilient and engaged community and promote preventive healthcare.
- Living: A project dedicated to helping seniors remain independent at home through adaptable environments and supportive technologies.
Our Solutions
- PAAsserelle
An on-demand shuttle service helping seniors reach healthcare services, shops, and social activities. Since its launch in June 2025, over 333 trips have been completed, with 65% of users being seniors and 54% increase in usage over the last month. - TOTEM
Urban structures co-designed with Besign School, providing local hubs for preventive health and community engagement information.
Impact at a Glance
- Social ties strengthened: Seniors are reconnecting with friends who were previously too far away, go more often to their doctors’ appointments or simply go for live provisions.
- Healthcare access improved: Though still underused for medical trips, PAAsserelle is gaining traction.
- Prevention reimagined: TOTEMs are making health information more approachable, but digital literacy and fear of diagnosis remain a barrier.
What’s Next (2025–2026)
The next phase focuses on scaling impact and deepening integration of our solutions:
- Boost visibility and usage
- Rotate the TOTEM across pharmacies, health centres, and supermarkets
- Launch a short film and storytelling campaign
- Host workshops to improve seniors’ digital skills
- Connect mobility with healthcare
- Encourage doctors and nurses to prescribe PAAsserelle
- Use shared rides for group prevention workshops, events or group activities
- Make prevention effortless
- Use the TOTEM as booking tools and pre-diagnostic kiosks
- Deploy AI-supported health content and remote monitoring
A Blueprint for Global Ageing
The Silver Eco Project is more than a local initiative—it’s a replicable model for ageing societies worldwide. By bringing together inclusive mobility solutions, with preventive healthcare to build a resilient and engaged communities, it offers a hopeful vision: a future where growing old feels good, especially at home.
