The province’s seniors’ advocate is focusing attention on ageism – negative stereotypes and discrimination based on age – on this World Elder Abuse Awareness Day.

Acting Seniors’ Advocate Pamela Dawe says when a person is dismissed, or their experience is trivialized because of age, their mistreatment can also be taken less seriously.

Her office is challenging ageism with its Think Again social media campaign, asking people to reflect on the stereotypes about older adults and to reconsider assumptions.

Dawe says by challenging ageist attitudes, society can create safer more inclusive communities where seniors are valued, respected and engaged.