Campaign urges SA to stand up to ageism and stop elder abuse

South Australia’s Office for Ageing Well has just created a media campaign called Tackling Ageism 2025, partly in response to a rise in the reports to the Adult Safeguarding Unit.

Published: 21 June 2025
  • sa
  • 21 June 2025
  • SA Government

About one in six older people in Australia are said to experience some form of abuse or mistreatment, and nearly two thirds don’t seek help.

In South Australia, the Adult Safeguarding Unit experienced a 13 per cent increase in contacts (3549) between 1 July 2024 and 31 May 2025, compared with the same period during 2023-24 (3091).

This included a six per cent increase in reports to the Unit and a 19 per cent increase in enquiries.

During the 2024-25 period, 44 per cent of contacts to the unit resulted in a report of suspected abuse being taken.

Reports are assessed and responded to in accordance with the Ageing and Adult Safeguarding Act 1995. The remaining 56 per cent of contacts to the Unit were taken as an enquiry, where tailored information and advice was given to assist the caller to undertake a safeguarding response where required.

The state government said in its media release that it is committed to raising awareness of the importance of safeguarding the rights of older people, and preventing and responding to abuse and mistreatment, with legislation currently before the Parliament to strengthen existing laws.

Tackling ageism is fundamental to safeguarding the rights of older South Australians. How we think and feel about older people influences how we act towards them and ourselves as we age.

Ageism has serious and far-reaching consequences for people’s health, wellbeing and human rights, and ageist attitudes can exclude older people and make them feel invisible.