Government of New Brunswick


The objective of the Senior Goodwill Ambassador Program (SGA Program) is to influence community inclusiveness by promoting an intergenerational approach which engages New Brunswick seniors, their families and friends and community members in healthy active living, supporting independence and a culture of wellness.


Senior Goodwill Ambassadors are New Brunswick residents who are 60 years of age and older who are willing and able to travel within their community. They will influence the senior’s capacity to make healthy choices through conversations, public presentations at workshops or conferences, and attendance at community and social events. The Senior Goodwill Ambassador will speak with individuals and groups about wellness, healthy active living and staying engaged in their community. Promoting an intergenerational approach will enhance opportunities to create conditions which support inclusion, community connectedness, and age-friendly environments.


  • Ambassadors are volunteers who will promote messaging around wellness and healthy aging regardless of age, political affiliation, gender or health of individuals or audiences. 

  • Ambassadors are appointed for a two year term but may re-apply for more than one term.

  • Ambassadors may choose the types of wellness related activities and events that they wish to attend, but could also be asked to participate in activities during their tenure by the department.  They should keep a record of all activities as a SGA by date, location, number of participants and topic.  A summary will be forwarded to this department at the end of each fiscal year. 

  • Events and activities may include, but are not limited to:

    • Talking to local groups (children in schools, Chambers of Commerce, Community Non-Profit organizations, particularly those serving seniors

    • Talking to individuals that they meet in their travels

    • Making presentations at various events to promote healthy living, and  wellness

    • Participating in local Wellness Clinics for Seniors

    • Taking part in local special events including, NB Day, Canada Day, fairs, exhibits and other ceremonies where they feel they can promote the messaging

    • Participating in any other events, initiatives or committees within their community where they feel they can promote the messaging

  • Ambassadors are encouraged to become a part of the local Wellness Network and to work collaboratively with this department, as well as other community organizations that offer services to seniors

  • Ambassadors should spend about two to three hours per week fulfilling their role

  • Ambassadors will be provided with a kit bag including pamphlets, resources and other materials related to the promotion of wellness and healthy living from the department, to distribute at the events and activities they attend

  • Ambassadors will be provided with name tags from the department

  • Ambassador’s personal views and opinions do not necessarily reflect those of government. 

  • Ambassadors will be reimbursed approved out-of-pocket expenses to a maximum of $75 per month, including mileage, which will be paid at the going government rate.  All expense claims are to be dated, signed and submitted to the department monthly.  

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