2006

To promote positive images of ageing, and the joy of vocational work with older people, Resthaven launched its promotional ‘Positive Images of Ageing’ campaign in late 2006, featuring across television, radio, and print media.

The campaign challenged negative stereotypes of ageing by promoting good news stories and showcasing the wisdom and positivity of the older generations. This resonated with public and peak industry bodies, and Resthaven was invited to participate in a project for Aged and Community Services Australia (ACSA), with the aim of improving the sector’s image on a national scale.

Overall, the campaign positioned Resthaven at the forefront of advocacy for changing mindsets in relation to ‘the elderly’. As Resthaven CEO, Richard Hearn said, ‘Older people have shaped this nation. They deserve to be treated with dignity and respect. The intrinsic worth of an individual and their relationships cannot be underestimated –they are vital – equally for both the very fit and the most frail of individuals.'

‘We need to affirm and recognise the essential worth of an older person as an individual, evident in their relationships as grandparents, parents, aunts, uncles, veterans, friends, clients, colleagues, volunteers and so on.’

‘Yet so often, we see negative, stereotypical images of older people depicted to the general public through the media. Doing nothing only perpetuates this preconceived negativity. It is up to us to influence the imagery and embrace the media and its power to influence public perceptions.’

'Service providers can challenge ageist stereotypes by making it a priority to encourage positive images of older people and positive images of working with older people.'

Today, Resthaven continues to actively advocate on behalf of older people and works to celebrate good news stories that challenge ageism.

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