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EveryAGE Counts

EveryAGE Counts is an advocacy campaign aimed at tackling ageism against older Australians. The aim is to shift social norms and positively influence the way Australia thinks about ageing and older people.

The campaign is led by an independent coalition of organisations and individuals, with funding for the establishment of the campaign coming largely from The Benevolent Society.

The campaign seeks to:

  • Shift those deeply entrenched negative social norms about ageing and older people.
  • Reimagine what it means to grow older and be an older person; and reframe our older years as a valid, positive and meaningful part of life.
  • Drive a political and societal response to the opportunities presented by our ageing population.

Website: EveryAGE Counts