The faces of elderly Latrobe City residents will appear on posters across the City as part of a new campaign to promote positive attitudes towards ageing and senior citizens in Latrobe City.
The campaign raises awareness of the issues of elder abuse and ageism, and is a project of the Latrobe Elder Abuse Prevention Network, of which Latrobe City Council is a part.
Elder abuse can take various forms, including: financial, physical, psychological, emotional and sexual abuse or neglect. No older person should be subjected to any form of abuse, including being coerced into handing over property and money.
It is estimated that one in 10 older people will experience elder abuse. It can be carried out by someone known to the older person, like family members, a friend, a professional or a paid caregiver.
Ageism is stereotyping, discrimination and mistreatment based solely on a person’s age. When directed towards older people, it comes from negative attitudes and beliefs about what it means to be older. At its extreme, ageism contributes to elder abuse.
“The elderly are respected and valued members of our community, and that’s why Latrobe City Council is celebrating their contributions to our community,” Latrobe City Council Mayor Cr Sharon Gibson said.
The Elder Abuse Prevention Network’s The AGE≠OLD (reads: age does not equal old) campaign will see life-sized photos of older Latrobe residents erected around the City with a short story about what they do for the community.
The public will be able to see the posters on such Council buildings as the Moe Library, Moe Town Hall, Churchill Hub, Morwell Leisure Centre and Traralgon Library, as well as Mid Valley Shopping Centre in Morwell.
Council staff will give campaign postcards to businesses to raise further awareness.
People can go to the website www.latrobe.vic.gov.au/ageold
