City of Ballarat marks Australia's first Ageism Awareness Day 

The City of Ballarat has thrown its support behind Australia's first Ageism Awareness Day on October 1, which calls on Australians to 'know it, name it' when it comes to ageism. 

Ageism against older people is stereotyping, discrimination and mistreatment based solely upon age. New national research undertaken to mark the day revealed that although 45 per cent of Australians over 50 have experienced ageism in the past year, only one in five took any action in response. 

Australia's campaign to end ageism, EveryAGE Counts, is seeking to raise awareness about the nation's ageism problem, and the practical actions we can all take to respond. 

City of Ballarat Deputy Mayor Cr Amy Johnson said Council was deeply committed to fighting ageism. 

"Years of research and experience have shown us that the term ‘ageism’ is not as well known or understood as other forms of prejudice and discrimination,” Cr Johnson said. 

“Sometimes that means that when we observe or experience ageism, we are not sure what we are seeing or what to do about it. 

"Ageism is pervasive but hidden. It's generally tolerated, but it shouldn't be. Ageism is a barrier to older Australians enjoying opportunities that exist in our community – both socially and economically. 

"In a world without ageism, older Australians would have more confidence, improved quality of life, better job prospects, better health, and greater control over life decisions. This would have benefits for society as a whole – for everyone – as well as for individual older people." 

EveryAGE Counts campaign director Marlene Krasovitsky said raising awareness about ageism was vital. 

"Research shows that it is up to each of us, in our own communities, to take the first steps towards ending ageism. By knowing what ageism is, and naming it when we see it, we are taking an important step towards building an Australia without ageism," Ms Krasovitsky said. 

"Ageism is not benign or harmless. The World Health Organisation recently found that older people who hold negative views about their own ageing will live seven-and-a-half years less, on average, than those with positive attitudes. 

"Often older Australians feel powerless when we encounter ageism, but we shouldn't. If you can name ageism when you see it and take constructive actions in response, you'll be helping to build an Australia without ageism." 

More information about ageism and how to end it is available at the EveryAGE Counts website everyagecounts.org.au