Ageism, the prejudice and discrimination against individuals based on their age, is a prevalent issue that plagues societies around the world. While national public-service campaigns have successfully tackled various social issues, such as drunk driving and forest fires, ageism remains largely unaddressed in the United States. However, other countries like England and Australia have recognized the gravity of ageism and taken steps to combat it. The question then arises: Can public-service campaigns effectively address age prejudice?
According to Carole Easton, the chief executive of the Centre for Ageing Better, ageism is the hidden prejudice that exists in plain sight. It is deeply embedded in our society and often accepted as normal. Public-service announcements have proven to be influential in raising awareness and changing societal behavior and beliefs. They have successfully addressed issues such as drug abuse and illiteracy. Therefore, it is crucial to recognize the potential impact of public-service campaigns in fighting ageism.
The economic consequences of ageism are staggering. Age discrimination in the workplace alone cost the U.S. economy $850 billion in lost gross domestic product in 2018, and this figure could rise to $3.9 trillion by 2050. Additionally, healthcare costs increase by $63 billion annually due to age-based discrimination. These statistics illustrate the urgent need for comprehensive efforts to combat ageism.
Several countries have already taken significant steps in raising awareness about ageism. England has launched its first-ever national campaign called “Age Without Limits,” which aims to highlight the harm caused by ageism. The campaign utilizes advertising, public relations, social media, and a dedicated website to spark debates and challenge societal perceptions of aging. Australia has also established a countrywide anti-ageism strategy called EveryAGE Counts, bringing together high-profile organizations and individuals in a coalition.
On a global scale, the World Health Organization has initiated the Global Campaign to Combat Ageism, garnering support from its 194 member states. The campaign seeks to change the narrative around age and aging, creating a world that values individuals of all ages. These efforts demonstrate the potential for public-service campaigns to raise awareness and initiate conversations about ageism.
However, implementing a successful campaign against ageism presents its own challenges. Determining the target audience, setting campaign goals, crafting the right message, and measuring success are essential components that need careful consideration. Jeff Weiss, the CEO of Age of Majority, emphasizes the importance of understanding these factors in ensuring the effectiveness of a campaign.
In the United States, smaller efforts have been made to tackle ageism. The state of Maine has set a goal to eradicate ageism within a decade, with plans to replicate the program in Oregon and New Hampshire. Programs like Changing the Narrative aim to raise awareness about ageism through workshops that educate the public about ageist language, beliefs, and practices. While these initiatives are commendable, a nationwide campaign is needed to address the pervasive nature of ageism in American society.
Janine Vanderburg, co-founder of Changing the Narrative, expresses skepticism about a national campaign taking hold in the U.S., citing the country’s size as a potential obstacle. However, advocates like Jess Maurer, executive director of the Maine Council on Aging, believe that a national campaign is necessary but must be carefully tailored and driven by research to ensure its success.
Addressing ageism requires starting the conversation. It is essential to recognize that ageism affects everyone and that we all contribute to it in some way. By fostering dialogue and raising awareness, public-service campaigns can challenge ageist beliefs and promote a more inclusive society.
Ageism scars lives, as Carole Easton emphasizes. It is not a harmless prejudice but rather one that deeply affects individuals and society as a whole. By acknowledging and combating ageism, we can tap into the potential of our own longevity and create a future where individuals of all ages are valued and respected.
