“Tackling ageism in the workplace or in accessing goods and services is not necessarily a costly matter. It is about changing attitudes to our older people. The first attitude change is the responsibility of each one of us. The Say No To Ageism campaign this year not only asks ‘what is your attitude to ageism?’ but offers the clear response: I Say No to Ageism” said Dr Angela Kerins, Chairperson of the Equality Authority at the launch of Say No To Ageism Week in Dublin today.

This national awareness raising week, now in its sixth year, is in partnership with the Equality Authority and the Health Service Executive, the National Council for Ageing and Older People, and of course we have huge support from the transport and hospitality sectors, including Dublin Bus, Bus Éireann, Iarnród Éireann and Veolia, the Irish Hospitality Institute.

“We are reminding ourselves of the negativity that surrounds ageism in society and this week of activities is focussed on acknowledging and combating our own attitudes to ageism.

Over the past five years we have held public awareness and action-based initiatives at this time of year to stimulate and inform debate in order to draw attention to ageism in our society and in our culture. In the current recession, ageism is once again prevalent as older workers are pressurised to retire and as previously robust pension funds fail to provide the expected level of resources for our retired workers and their families”, she continued.

“The Government’s commitment to this initiative is clear in Towards 2016, and this year we have been greatly challenged by the absence of resources to assist us in sending out our clear anti-ageist message. Thanks to the co-operation of all our partners, with assistance from Dublin City Council, the Irish Congress of Trade Unions and our design company, Form, we have been extremely efficient in the re-use of design and images, accessed advertising sites and used our combined creativity to ensure that awareness of ageism stays on the national agenda.

I think this is a great example of us providing good value for money through cooperation, using resources effectively and being creative” concluded Dr Kerins.

Ends