New WA campaign launched to address ageism

Ageism is how we think, feel, and act towards other people or ourselves based on age.

The $400,000, two-year education campaign seeks to raise awareness of ageism, and its impacts on a person.

The campaign highlights that older people are more than their age and challenges Western Australians to “embrace their age” and “outgrow ageism” by promoting age-positive messages and raising awareness of ageist language and attitudes.

The campaign emphasises that everyone should be respected regardless of age and that we all have a part to play in reducing ageism in our community.

A guide, ‘Embracing age diversity: A guide to inclusive language and imagery’ will also be released to highlight inclusive language and images to better portray older people and embrace an individual’s diversity.