Healthy Ageing


Tackling Ageism Together: EveryAGE Counts in Melbourne’s East

The Inner East Primary Care Partnership (IEPCP) is leading a campaign to tackle ageism in the Eastern Melbourne region along with the seven local councils: Boroondara, Knox, Manningham, Maroondah, Monash, Whitehorse and Yarra Ranges.

The campaign ties into and supports the national EveryAGE Counts campaign and the Eastern Community Legal Centre (ECLC) work on prevention of abuse of older people through the OPERA project.

Ageism is stereotyping, discrimination, and mistreatment based solely on a person’s age. When it is aimed at older people, ageism comes from negative attitudes and beliefs about what it means to be older. It affects people’s self-confidence, quality of life, job prospects, and health.

The campaign aims to:

  • raise awareness about ageism
  • challenge stereotypes about what it is to be older
  • encourage people to speak up and take action.

We want to celebrate older people as a diverse group who contribute an enormous amount to our communities, families, organisations and economy.

There are many ways for you and your organisation to be involved:

  • Watch the video - Imagine a world without ageism
  • Take the ‘Am I Ageist?’ quiz
  • Take the pledge to stand for a world without ageism
  • Take a photo with your pledge and post it on social media with the hashtags #EndAgeism and #TacklingAgeismTogether
  • Speak up and start a conversation when you hear someone being ageist.

Website: Inner East Primary Care Partnership - Ageism