Shedding light on elder abuse
The three-month campaign launched this week includes ads on TV and across social media.
The federal government has launched a nationwide campaign to raise awareness of elder abuse.
Beginning Sunday 28 July, the $4.8 million Abuse of Older People Awareness Campaign will run on multiple platforms – including television and social media – and in health clinics across the country.
Elder abuse takes on many forms: physical, psychological, emotional, financial, and sexual – psychological abuse is the most common. Perpetrators of elder abuse are often family members – mostly adult children.
The awareness campaign was launched on Monday by Attorney-General Mark Dreyfus, who said: “Abuse of older people is a shameful and often hidden form of cruelty and mistreatment. It is ugly. It is unacceptable. And it must be eliminated.”
In 2021, Australia’s first National Elder Abuse Prevalence Study found that approximately one in six older Australians had experienced some form of abuse in the previous 12 months. Most – 61 per cent – did not seek help or advice.
However, as Mr Dreyfus acknowledges, the study likely underestimates the extent of elder abuse as it did not capture people with cognitive decline or those in residential aged care.
“These are deeply troubling statistics. If an older person does not feel that they can reach out for help, then we have failed them,” Mr Dreyfus said. “The campaign aims to encourage conversations with the community on this issue and increase awareness that there is help and support available.”
This includes support through friends, family and the broader community, as well as support through the government-funded 1800ELDERHelp line and compass.info website.
The campaign – which also includes brochures, factsheets, and posters translated in six different languages – has been informed by research and feedback from a diverse community of older Australians.
Key insights include:
- a persistent sense within the community that elder abuse cannot be solved, which drives avoidance to think or talk about it
- there is a sense of powerlessness to address the issue, reflecting a lack of confidence in defining abuse
- a mix of shame, and strong default beliefs about ageing, creates barriers to action.
In response to the launch of the government campaign, Craig Gear – chief executive officer of the Older Persons Advocacy Network – told Community Care Review that what he likes about the initiative is that it encourages conversation. “Elder abuse isn’t always easy to identify and since the perpetrator is likely to be a family member, people are often too ashamed or too frightened to speak up.”
According to preliminary data, OPAN received almost 1,300 calls about elder abuse in the six months to March 2024 from older people, their families, other representatives, and aged care workers.
“We welcome any initiative that shines a spotlight on this under-reported issue,” Mr Gear said. “Government investment is vital in raising awareness of the different types of abuse, which can be subtle and pernicious. It is also extremely important that older people understand their rights, and where to go for support if they are not being treated properly.”
Patricia Sparrow – CEO of seniors advocacy organisation COTA Australia – said ageist attitudes 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 added: “This significant awareness-raising campaign is a great step forward, but fixing the power of attorney laws, as part of increasing effective safeguards against elder abuse, is another obvious and urgent step we need to take.”
Running until November, the government campaign is one element in a national plan that features a range of initiatives occurring across all levels of government and the community. “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,” Mr Dreyfus said.
People who experience, witness or suspect elder abuse can call the National Elder Abuse helpline – 1800 535 374 – for free and confidential support and referrals.
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