Senior citizens are in the sights of the federal government with a new campaign aimed at preventing elder abuse.
It’s estimated there are thousands of victims every year, and with an ageing population, those numbers will only increase without intervention.
A new series of commercials aim to curb the alarming rates.
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Council on the Ageing Australia chief executive Patricia Sparrow said the organisation believed cases were under reported.
“That’s why we think it’s incredibly important to raise this awareness,” Sparrow said.
“It mostly comes from someone they know, which makes it very difficult for older people to report it or know what to do.”
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The Albanese government will spend $4.8 million on the campaign and hopes to reach the estimated one in six older Australians suffering elder abuse.
Labor senator Jenny McAllister called it “a scourge”.
“We need to eliminate it and the right place to start is with conversations with people we know and care about,” told Sky’s Sunday Agenda.
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“If you’re feeling a little uncertain, if you think something is wrong and you’re an older Australian you should speak up about it.”
Not all reports are physical violence, with emotional, financial and psychological abuse also prevalent.
With an ageing population that’s destined to live longer the challenge will get greater.
The government delayed the release of its new Aged Care Act.
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It will eventually outline the rights of hundreds of thousands of Australians working and living in aged care.
“It was the number one recommendation of the royal commission and we think that’s still important” Sparrow said.
Legislation is expected before Christmas, with a start date of July next year.
A new hotline has also been set up – 1800 ELDER HELP (1800 353 374).
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