South Australians are being urged to consider how they treat the older people in their life as part of a new media campaign being launched on World Elder Abuse Awareness Day.
Office for Ageing Well Director, Cassie Mason, said the Elder Abuse Prevention campaign aims to raise awareness of the link between ageism and the abuse and mistreatment of older people.
“The campaign reminds the community that older people have rights – the right to make their own decisions, to work, be safe, and be treated with dignity and respect,” Ms Mason said.
“It highlights that when others assume an older person cannot do something and exclude them because of their age, it makes them feel invisible and sad.”
The Elder Abuse Prevention campaign includes a series of videos and will feature on digital and social media, on radio, in print, and on shopping centre screens around regional and metropolitan South Australia.
It follows concerning findings in several recent studies including the 2021 National Elder Abuse Prevalence study, which found one in six older Australians surveyed experienced some form of abuse or mistreatment, and a South Australian study that found around half of older South Australians surveyed did not feel valued in their community.
“Ageism stems from negative views of older people and the ageing process and this can lead to mistreatment, neglect and other forms of abuse,” Ms Mason said.
“This new campaign underscores this and urges people to reflect on how they treat the older people in their life so we can help to address the issue before it leads to abuse.”
Tackling ageism will be a priority of the new Strategy to Safeguard the Rights of Older South Australians 2022 – 2027, to be released later this year, and is an Enabling Factor of South Australia’s Plan for Ageing Well 2020 – 2025.
If you have concerns about your own situation or someone you know, you can call the Adult Safeguarding Unit on 1800 372 310.
