About the EveryAge Counts Campaign

Ageism is not benign or harmless. It is a big problem because it impacts on our confidence, quality of life, job prospects, health, and control over life decisions.

It is pervasive but often hidden.  It can distort our attitudes to older people and ageing and have profound negative impacts on our personal experience of growing older.  The impacts of ageism can prevent or limit us from contributing and participating in our communities – socially, economically and as full citizens – and even impact our physical health and longevity.

As well as its individual impacts, ageism can also deny society the enormous range of benefits that can flow, economically and socially, from the full participation of older people.

EveryAGE Counts is an advocacy campaign aimed at tackling ageism against older Australians.