Government of Canada Launches Elder Abuse Awareness Campaign
15 Jun 2009
OTTAWA, ONTARIO
06/15/09
"Seniors from all walks of life are vulnerable to elder abuse, and it's happening in communities across Canada," said Minister Finley. "This national advertising campaign and call for proposals highlight our government's commitment to raising awareness as a means of combating the abuse of older adults."
According to recent Government of Canada public opinion research on elder abuse, 96 percent of Canadians think most of the abuse experienced by older adults is hidden or goes undetected. It is estimated that between four and 10 percent of seniors - about 345,000 older people - in Canada experience some kind of abuse.
"As a society that honours its seniors, we cannot and must not tolerate elder abuse," said Minister LeBreton. "That is why our government is collaborating with provinces and territories, professional associations and non-governmental organizations to combat elder abuse and ensure that the quality of life of seniors is not diminished by abuse of any kind."
The national advertising campaign, entitled Elder Abuse - It's Time To Face The Reality, focuses on creating awareness of elder abuse and its many forms: physical, financial, psychological and sexual. The campaign includes television, Internet and print advertisements. The campaign will run from June 15, 2009 until early July and again later this year. For more information on the campaign, visit www.seniors.gc.ca.
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