Challenge Your Bias – reducing ageism in Western Australia

What is ageism?

Ageism refers to how we think (stereotypes), how we feel (prejudice), and how we act (discrimination) towards people based on their age.

Ageism can be present in different ways:

• Institutionalised ageism. Refers to the laws, policies, and culture of organisations and government that restrict opportunities and disadvantage people based on age.
• Interpersonal ageism. This is generally what people think of when they think ageism. It is ageism directed at other people, for example, ‘that person is too old to dress/act/do things that way’ or age based insults due to stereotypes of older people.
• Self-directed ageism. Where ageism is internalised and directed at oneself. Think of all the times you may have said to yourself ‘I’m too old to take up a new hobby/job/study’.

Age discrimination, in particular self-directed ageism, can have detrimental impacts on a person’s overall health. It can also be associated with poor mental and physical health, social isolation and loneliness, financial insecurity, reduced quality of life and premature death.

As an action of the State Seniors Strategy, the Department of Communities is raising awareness of ageism (or age discrimination) to support the health and wellbeing of older Western Australians.

Over 2,600 people across Western Australia provided their views on how they can live well by participating in face-to-face and online consultation sessions, phone interviews, and online and hardcopy surveys. Feedback showed that older people experienced ageism when accessing services, joining groups and activities, going to the shops, and other day to day interactions. They did not feel valued or respected, experienced rude behaviour or felt excluded because of their age.

What is the State Government doing to reduce ageism?

The Department of Communities is working with Seven West Media to develop a campaign that raises awareness about ageism, including self-directed ageism, positive ageing, and promoting age-positive language and attitudes. Campaign messages will be shown from 7 October 2024 across television, radio and newspapers, and online.

Embracing age diversity: A guide to inclusive language and images

This language and imagery guide, based on similar guidelines, was developed to raise awareness about ageism and how strength-based language and behaviours can reduce the occurrence of ageism.

Download the guide

Ageism towards older Aboriginal people

Some Aboriginal Elders and older Aboriginal and Torres Strait Islander have stated in past consultations that they believe there is a lack of respect towards them and a lack of recognition as custodians of Aboriginal culture. They would like to see campaigns that promote greater respect for them and their knowledge.

A one-off grants program will be developed as part of the ageism campaign and will be available to Aboriginal Community Controlled Organisations and Aboriginal Organisations.

Grants will be announced on the Grants page.

'Life in Pictures’ short film competition

Early in 2024, the Department of Communities collaborated with Revelation Perth International Film Festival to raise awareness about ageism and positive ageing.

Amateur and professional filmmakers of any age were invited to create a short film to encourage discussion, interaction, and understanding about aspects of ageing and ageism, exploring ways that ageism can be reduced, and bring to light stories of ageing positively.

For more information, head to the Revelation Film Festival 'Life in Pictures' page.

WA State Government Strategies

This ageism campaign supports the following strategies:

• In April 2023, An Age-Friendly WA: State Seniors Strategy 2023-2033 was released. The ageism campaign sits under:
  • Pillar 2 Safe and Friendly Communities
    • Develop a public campaign to address ageism in WA
  • Pillar 3 Staying Connected and Engaged
    • Highlight the valuable contribution of seniors to the community.
• The WA Strategy to Respond to the Abuse of Older People (Elder Abuse) 2019-2029 was released in November 2019. The ageism campaign sites under Priority Area 2 Prevention and Early Intervention Priority and within the following strategies:
  • 2.1 Promote positive views of ageing, and counter ageism in all its forms.
  • 2.2 Recognise and celebrate older peoples’ contributions to the community.

Days of acknowledgement

International Day of Older Persons – 1 October

• Initiated by the United Nations, and with a different theme each year, it is a day to reflect and celebrate the impact of older people in society.

Ageism Awareness Day – 9 October 

• An initiative of the EveryAGE Counts ageism campaign to raise awareness of ageism.

Western Australia

Under the Equal Opportunity Act 1984 (WA), the WA Commissioner for Equal Opportunity can investigate and resolve complaints of age discrimination.

The Equal Opportunity Commission office is open to the general public, Monday to Friday. For more information, please visit the Equal Opportunity Commission website or phone (08) 9216 3900 or 1800 198 149.

Australia

The Australian Human Rights Commission (AHRC) provides information and support for people experiencing age discrimination as it is a breach of human rights. Complaints can be made to the AHRC under the Age Discrimination Act 2004 (Commonwealth). Key projects of the AHRC include positive ageing and age discrimination in employment. In 2021, ‘What’s age got to do with it’ was released and reported that ageism was widespread across the community and that it was a problem.

The report ‘Changing perspectives: testing an ageism intervention’ supported the World Health Organisation’s assertion that education interventions helped to reduce ageist attitudes and behaviours.

Robert Fitzgerald AM is the current Age Discrimination Commissioner.

International

The United Nations Decade of Healthy Ageing 2021-2030 is a chance for governments, civil society, international agencies, professionals, academia, the media, and the private sector to work together to improve the lives of older people, their families, and their communities.

The Decade of Healthy Ageing addresses four action areas:

• Age-friendly environments
• Combatting ageism
• Integrated care
• Long term care.

In March 2021, the World Health Organisation (WHO) released the Global Report on Ageism which outlined the nature, scale, impact, and determinants of ageism. It outlined three stages which have been known to reduce ageism:

• Policies and laws can reduce ageism by making it a social norm that age discrimination is unacceptable and reduce the behaviour by outlawing it.
• Educational interventions have shown to be effective at reducing ageism. It is based on the assumption that discrimination is a result of ignorance, mistaken information, misconceptions, and simplistic thinking.
• Intergenerational contact fosters relationships between generations through cross-generational bonding and understanding.