LAUNCH OF FRAMING AGE MESSAGE GUIDE

Last week, we launched the Framing Age Message Guide produced on behalf of a consortium led by the Southern Melbourne Primary Care Partnership.

The guide contains recommendations that will help you talk about age, ageing and issues that affect older people in ways that reduce ageist attitudes and behaviours. It is based on national message research undertaken by Common Cause Australia over several months in 2021.

The purpose of our research was the primary prevention of abuse against older people, of which ageism is a key driver. However, the insights we gained through our research and the recommendations contained in this guide are applicable to anyone interested in reducing ageism more broadly in our society.

We have therefore written this guide for everyone who talks to our community about older people in any context. Whether you’re a journalist writing about the experiences of people on pensions, or a council worker talking about the services available to older members of the community, or a passionate advocate developing a public awareness campaign on ageism, this guide is designed for you.

For more information on ageism and this project visit the Southern Melbourne Primary Care Partnership website.