Set to launch on 28 July 2024, this initiative aims to raise awareness, encourage reporting, and implement concrete measures to protect vulnerable older Australians.
Attorney-General Mark Dreyfus emphasised the severity of the issue, stating, “Elder abuse is ugly, it is unacceptable, and it must be eliminated. It is critical that we continue to work together as a community to promote the rights and safety of older people, and ensure that everyone is able to age with dignity and respect.”
The campaign will feature advertisements across television, online channels, and health clinics, focusing on the message that “ending the abuse of older people begins with a conversation.” This approach aims to break the silence surrounding elder abuse and empower victims to seek help.
Recent statistics paint a troubling picture. According to the Australian Institute of Family Studies, approximately 598,000 older Australians experience abuse. Furthermore, Victoria Police reported a 40% increase in elder abuse reports over the past five years.
Related: Retirement homes urged to boost elder abuse prevention
Patricia Sparrow, Chief Executive Officer of COTA Australia, welcomed the initiative but stressed the need for broader action. “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.
Sparrow also called for additional measures, including the development of a new National Elder Abuse Plan and reforms to power of attorney laws. “We have a situation where each state and territory has its own, often weak, power of attorney laws which is contributing to our unacceptably high rates of elder abuse,” she explained.
The campaign addresses various forms of elder abuse, including physical, financial, psychological, sexual, and neglect. It also highlights the growing concern of technology-facilitated abuse, which affects 25% of older Australians.
Ritchelle is a Content Producer for Healthcare Channel, Australia’s premier resource of information for healthcare.
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Healthcare Channel acknowledges the traditional custodians of the lands where we live, learn and work. We pay our respects to Elders past, present and emerging.
Healthcare Channel acknowledges the traditional custodians of the lands where we live, learn and work. We pay our respects to Elders past, present and emerging.
