Technology drives ageism message home

30/05/08

A charity for the elderly is hoping their latest online campaign will change people's perceptions and stop prejudices.

Help the Aged is launching its new viral film in a bid to end age discrimination and is optimistic that technology will help them to get their message across.

Yvette Templar, head of campaigns at Help the Aged, commented: 'The next few weeks will be a pivotal time for the 'Just Equal Treatment' campaign in the lead up to the announcement of the anticipated Equality Bill. Help the Aged will continue to challenge the Government to heed public opinion and outlaw ageism now.'

The film, created by an independent company, Kirkwall, uses humour to get the message across. It is a spoof of 1950s service announcements and compares people's sexist and racist attitudes then with the ageism of today.

Viral channels such as Facebook, MySpace and Bebo will be used to push the message out to a wider audience and the campaign will be supported with a pamphlet entitled 'Worth Fighting For'.

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