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New campaign shines a light on elder abuse

Wednesday, June 16, 2021   Posted in: Signatory Notice Board By: Administrator With tags: elderly, older adults, older people, abuse, campaign

A new campaign has been launched to raise awareness about elder abuse and encourages concerned friends, neighbours, and whānau to call the Elder Abuse Response Service.

The Office for Seniors is launching the awareness campaign on World Elder Abuse Day (15th June). The campaign features case studies of less understood and more subtle forms of abuse – like financial and psychological abuse.

“We want to break down some of the misconceptions out there that might prevent people from speaking out about elder abuse” says Diane Turner, Director of the Office for Seniors.

“Depictions of Elder Abuse in the media don’t reflect the most common types of abuse. It often gets confused with online scams and rip-offs”.

The new campaign aims to generate conversations and get people thinking about what elder abuse looks like.

“I often speak to people who are concerned for someone they know, because things they are seeing just don’t feel right. They just need someone to talk to about their concerns” Diane says.

“We know from past work that publicity successfully generates increased calls to the helpline. It can give people the confidence to take that first step”.

Contact the Elder Abuse Response Service if you are concerned about elder abuse:

  • Call the FREE helpline (0800 32 668 65);
  • Text 5032; or
  • Email support[at]

Information on elder abuse

  • Elder abuse is often complex, and involves factors that are more likely to arise with advanced age, such as living in aged care facilities; deteriorating mental, cognitive, and physical health; and vulnerability when relying on people for daily support
  • The World Health Organisation estimates elder abuse affects as many as one in six people over the age of 60 worldwide
  • As many as three out of four cases go unreported.
  • More than 75 percent of abusers are family members.