Australia is launching a multimillion-dollar ad campaign to combat the rising issue of elder abuse.
The campaign, which begins on July 28, will aim to raise awareness across TV, online platforms, and health precincts, highlighting the issue of physical, psychological, sexual, emotional and financial abuse, and also neglect.
Attorney-General Mark Dreyfus emphasised the need for dignity and respect for older people, calling elder abuse “unacceptable” and “shameful.”
The campaign aims to encourage older Australians to speak out and addresses the findings from the 2021 National Elder Abuse Prevalence Study which found that 60 per cent of victims do not seek help.
Patricia Sparrow of the Council on the Ageing Australia, praised the initiative but stressed the need for broader measures, including improved power of attorney laws.
Reports of elder abuse are increasing, with Victoria Police noting a 40 per cent rise over five years, and authorities are urging victims to come forward to help eliminate the problem.