The 7th Say No To Ageism Week is launched today by the Minister for Older People, Áine Brady TD. The week, a joint initiative by the Equality Authority and the Health Service Executive asks people, particularly those in service provision to ‘Care about Ageism’. This year the theme of the campaign is calling on people not just to reject ageism but to be proactive in their response. C.A.R.E. – Consider, Acknowledge, Respect and Equality is the theme of Say No To Ageism week 2010.

‘Complaints on the age ground still dominate the information queries and case files of the Equality Authority. In offering people redress against this form of discrimination it is also important that we are proactive in challenging the ageist attitudes that create these barriers in access to goods and services by older people in the first instance. With billboards throughout the country, badges, coasters and an updated booklet we ask people, citizens and service providers to CARE about ageism in Ireland today’ said Angela Kerins, Chairperson of the Equality Authority at today’s launch in Dublin.

Speaking at the event, Paschal Moynihan, HSE Specialist in Services for Older People, “The aim of the 2010 ‘Say No to Ageism Week’ is to raise more awareness of ageism in our society and to challenge negative attitudes and perceptions that devalue and disempower older people. It is a celebration of the positive and meaningful contribution that older people can make in society. The theme, ‘Care about Ageism’, encapsulates how we can all Consider, Acknowledge and Respect older people, ensuring Equality of access to goods and services,.” he concluded.

Say No To Ageism Week is supported by the Office of the Minister for Older People and the transport sector including Veolia/Luas, Iarnród Eireann, Bus Eireann, Pobal and Dublin Bus. A poster and booklet ‘Towards Age Friendly Provision of Goods and Services’ can be downloaded from www.equality.ie.

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