Through this campaign we can tackle issues of ageism (a lack of respect for older people) which devalues and dis-empowers older people. The “Missing Voices” Report (World Health Organisation 2002) found that disrespect is considered to be the most painful form of mistreatment identified by older adults in all countries that participated. .
The “Entitled to Respect” Report by the Ministerial Advisory Committee on Ageing (2007) considers that “Ageism is everybody’s business” and that “Good communities accord people the respect they deserve.”
The Ontario Human Rights Commission
states that abuse of older adults is largely due to negative attitudes towards older people. The Commission considers that ageism can be addressed in part by highlighting older adults’ individual, collective, and lifelong contributions to our society.