Seniors and Ageing Minister Don Punch has launched a new public campaign that aims to raise awareness of ageism in the Western Australian community.
Minister Punch said Western Australians are living longer than even before, with older people projected to make up one quarter of our population by 2071.
“Raising awareness of ageist attitudes and language, and being mindful of how older people are perceived, can positively influence our behaviour and attitudes towards older people.
“The aim is to rethink how ageing and older people are described and represented in the media, in organisations, and everyday life, and to consider alternatives,” Minister Punch said.
The campaign highlights that judging others based on their age can affect people’s mental and physical health, cause social isolation and loneliness, and lead to financial insecurity, a reduced quality of life, and a higher likelihood of elder abuse.
An Australian Human Rights Commission survey of more than 2,000 people found that two-thirds of Australians have experienced ageism, many without realising it due to ageism being so ingrained in society.
Ageism can also be self-directed and prevent people from participating fully in life.
The campaign will run across social media, television, newspaper, and radio platforms over the next three months, sending the message that being mindful of how older people are perceived can positively influence our behaviour and attitudes towards older people.
As part of the campaign, a new online resource, ‘Embracing Age Diversity: A guide to inclusive language and images’, has been developed.
It outlines how images, phrases, and words can better portray older people and offers a legal perspective on age discrimination.
The campaign will also deliver targeted advertising on Aboriginal radio stations starting early next month to raise awareness in remote Indigenous communities.
