Saturday, May 25, 2024

Whittlesea signs on to anti-ageism campaign

The City of Whittlesea Council has become a signatory of the EveryAGE Counts campaign to actively tackle ageism towards older people.

Council Chief Executive Officer, Craig Lloyd and Chair Administrator, Lydia Wilson signed the pledge at the City of Whittlesea 2022 Seniors Festival Concert last Friday, as part of a month of events focused on engaging the ageing community within the City of Whittlesea.

The EveryAGE Counts campaign is a national, long-term advocacy initiative designed to shift social norms, breakdown ageism (defined as prejudice expressed toward a person because of their age) and positively influence the way Australians think about ageing and older people.

Ms Wilson said Council was proud to sign on to the campaign and was committed to the values that the EveryAGE Counts campaign embodies.

“With almost 20% of our population over the age of 60, the City of Whittlesea is home to a thriving community of older residents. However, ageism can and does impact our community,” Ms Wilson said.

“We know that for individuals it can prevent or limit participation in community and impact physical health. We also know that ageism can reduce the enormous positive social and economic contributions that older people can make.

“The EveryAGE Counts campaign aims to create a society where every person is valued, connected and respected regardless of age. This is undoubtedly something that we want to support and help change the mindsets and attitudes that society may have about older people.

“Signing up to the EveryAGE Counts campaign is also a key positive step towards Council’s broader goal of creating connected communities that are inclusive, healthy and safe for all,” she said.

Council’s commitment to the campaign will include activities to raise awareness of the issue of ageism in the community and also providing training to staff and undertaking an organisation-wide audit to ensure all processes and programs are age-friendly and leave no opportunities for age-based discrimination.

For more information on the EveryAGE Counts campaign, visit

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