Elder abuse is a very real, very upsetting and very undiscussed issue. The challenge with this brief was to first understand elder abuse (and its perceptions) in Tasmania and develop a communications campaign that would raise awareness about the nature of this type of abuse, its effects and the responses available.
After considerable research, our ‘Elder Abuse Is Not Okay’ campaign was launched, including a television commercial, posters, wallet cards and bookmarks to send a message that elder abuse should not be tolerated, also providing the contact details for the Tasmanian Elder Abuse Helpline and website.
In September 2014, the Department of Health and Human Services commissioned an independent evaluation of the Elder Abuse Is Not Okay campaign, which involved a telephone survey of Tasmanians. A high level of respondents said they would report suspected incidents of elder abuse. Community awareness of elder abuses issues was improved with a high level recall of the campaign.