Multimillion dollar campaign aims to put a stop to ‘unacceptable’ elder abuse

Australia’s first National Elder Abuse Prevalence Study, released in 2021, revealed that around 60 percent of those who fell victim to elder abuse did not seek help. In light of this reluctance, the ad campaign will focus on encouraging older Australians to voice their concerns.

“These are deeply troubling statistics,” Dreyfus said.

“If an older person does not feel that they can reach out for help, then we have failed them.”

Chief executive of Council on the Ageing Australia, Patricia Sparrow, praised the campaign saying it was a positive step forward.

“Systemic issues like ageism mean that all too often elder abuse is overlooked or dismissed. Anything that helps bring the issue to the forefront of people’s minds and provides practical tools to address it is very welcomed,” she said.

“It’s important that the federal government develop and release a new National Elder Abuse Plan that continues this important work.

“This advertising campaign is an important part of that, but we should also look to other measures too such as fixing our power of attorney laws.”

If you suspect elder abuse, it is important to take appropriate action:

• In an emergency, call 000: If you believe that an older adult is in immediate danger, contact the police or emergency services.
• Check-in with your loved one: Encourage open communication and gently prompt them to share any concerns or experiences of abuse.
• Maintain regular contact: Socially isolated elders are at a higher risk of abuse, so staying in touch can provide support and help identify potential issues.
• Take accusations seriously: It is crucial to believe and validate the experiences shared by older adults regarding abuse. Ensure that they receive the necessary help and support.
• Report to appropriate authorities to report cases of abuse or neglect. There are also organisations that can investigate the situation and take appropriate actions to protect the older adult.

-with AAP.