The annual Elder Abuse Prevention community awareness campaign is underway across the state.

The campaign links ageism and elder abuse or mistreatment, and emphasises that older people have the right to safety, dignity, and autonomy and to be treated with respect.

Ageism is a pervasive presence that impedes living and ageing well, can negatively affect the way services and care are provided, and can be a barrier to older people participating in the workforce.

Through Office for Ageing Well’s engagement with older South Australians, we know they continue to express frustration about their portrayal by media and in popular culture.

The presentation of stereotypical characters and situations, and the use of language such as ‘elderly’, can reinforce negative community beliefs and attitudes toward older people.

Persistent and insidious devaluing of older people – for instance when others assume they cannot do something, excluding them, and talking over them – can spiral into abuse or mistreatment. This may involve depriving older people of their rights, such as making their own decisions about their life, how and where they live, who they spend time with, and how they deal with their finances.

Abuse or mistreatment of older people is a continuing worldwide community, social, health, workforce, and legal issue. The World Health Organization (WHO) estimates its prevalence as high as 14% in high or middle-income countries.

In Australia, the National Prevalence Study in 2021 reported that 1 in 6 older people experienced some form of abuse or mistreatment in the 12 months prior to being surveyed.

Signs of abuse or mistreatment can be fear, sadness, and neglect. Forms of abuse include financial, psychological, physical, social, neglect, sexual and chemical – such as over or under medication.

The community awareness campaign will run across digital and social media, radio, print and on screens in metropolitan and regional shopping centres, until 31 July.

Visit www.sahealth.sa.gov.au/tacklingageism to find out more about the campaign and tackling ageism.

If you or someone you know is experiencing abuse or mistreatment, call the Adult Safeguarding Unit on 1800 372 310 for free confidential advice and support, or to make a report.