2026 marks 25 years since the Elderflower Programme was developed by Hearts & Minds Founder and former Artistic Director, Magdalena Schamberger. We asked Magdalena to reflect on how the programme came about and how she expanded the healthcare clowning programme to include people living with dementia.
“From the very first day of introducing Clowndoctors to children’s wards across hospitals in Scotland in 1999, I was keen to expand our programmes to include older people in geriatric wards into our work. Having grown up in a household with 3 generations, I have always been fond of older people and their stories. The initial idea was to create a specialist programme to include residents on geriatric wards and we were encouraged by Dementia Services Development Centre in Stirling to focus on those living with dementia in our work & plans. DSDC had been aware of the success of our non-verbal and multi-sensory engagements with children on neurology wards, which they thought would be a meaningful starting point for our new programme. Overall, at the time, there was very little available to creatively stimulate people once they were admitted into care.
Visiting and engaging with people who have a dementia did not seem difficult to me. I was looking at the person beyond their diagnoses and concentrated on a universal clown approach which focuses on everything that connects, rather than divides us: openness; acceptance of the person & their situation; optimism & positivity; 100% being in the moment; saying ‘yes’ to every situation and every idea; celebrating individuality & making mistakes; giving undivided attention & unconditional love; and most importantly sharing, rather than hiding, any vulnerabilities.
We combined these universal principles & the red nose – as an invitation to connect – with a unique clown family concept, that includes shared history; special costumes and names that are out of the ordinary. The name ‘Elderflowers’ came very easily to me. It says what it does. Although initially a working title it has firmly stuck and contributed to the success of the programme. It also seems easy to recall & engage with ‘Honeybunch’ and ‘Sweetie-Pie’. This type of ‘universal connection’ allows us to build on & celebrate an innate understanding of the Elderflowers family. All these combined ingredients lead to deep and meaningful connections & engagements, increased sociability, and an outlet for creativity & fun, in places where these are often lacking.
Since its starting point the unique Elderflowers Programme and its core principles of engagement have been picked up by many health care clowning organisations across the globe. Happy Birthday Elderflowers and cheers to the next 25 years!”
— Magdalena Schamberger
CONGRATULATIONS TO OUR FOUNDER, MAGDALENA SCHAMBERGER
Magdalena was officially appointed as an Ambassador at the EFHCO Assembly in Paris last year—an honour that recognises her exceptional contribution to the healthcare clowning sector across Europe.
Magdalena is one of the original eight founders of the European Federation of Healthcare Clown Organisations (EFHCO), and this recognition marks a truly historic milestone for both her and the entire healthcare clowning movement.
Reflecting on the award, Magdalena said she was deeply honoured to receive the ‘Nez d’Or’ and delighted to continue advocating for the vital role artistic and healthcare clowning plays in health and social care settings.
To mark this special achievement, Magdalena joined some of our performers at a rehearsal, alongside Interim CEO Sean Donnelly, to celebrate her enduring legacy and the continuous growth of our programmes.
Congratulations from everyone at Hearts & Minds, Magdalena.
