Feds speak out on elder abuse
By ALTHIA RAJ NATIONAL BUREAU
June 16, 2009
The federal government is clamping down on elder abuse, launching a national awareness campaign yesterday.
The $3-million ad blitz will focus mostly on television advertising but will also include Internet and print ads.
Calling elder abuse "appalling," Sen. Marjorie LeBreton said that as a senior herself, she is particularly troubled by it.
"It's almost too hard to even think that anyone would break in and sexually assault a senior, but it happens," she said.
The 68-year-old senator, who is also the minister of state for seniors, said she often visits seniors' residences to talk about the various forms of elder abuse.
"Some seniors -- especially ones who have fallen victim to identity theft or financial abuse by close members of the family -- they are ashamed," she said. "Often, they don't want to cause trouble in the families so they stay silent."
The government's multimillion-dollar advertising campaign will run until mid-July and is expected to launch again in the fall.
The money is part of a growing fund for seniors programs.
More than $24 million has been set aside this year for projects such as $15,000 in Kincardine, Ont., to help seniors teach each other how to shop and bank online; $24,000 for the Calgary Seniors' Resource Society to fund flower planting, cultural dance and musical entertainment; and $18,550 in Richmond, B. C., to host an intergenerational movie sharing night.
LeBreton said the spending is important.
"Seniors have built the country the way it is and surely to goodness we should be doing everything we can to make their lives viable and worthwhile," LeBreton said.
The government's 2008 budget committed $13 million over three years to raise awareness about elder abuse.
The new ads refer Canadians to a website, www.seniors.gc.ca, with links and phone numbers for regional centres where seniors can report abuse.
"I hope it will make people more aware," said 74-year-old Myer Zuraw.
But Zuraw, who was at the seniors' residence where the minister spoke, said what's really needed is more police resources directed at the problem.
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