To mark Ageism Awareness Day on Thursday 9 October, Tweed Shire Council's Community Care team is leading a campaign and community event to shine a light on ageism and its impacts.
Ageism is one of the most common, yet least recognised, forms of discrimination. It can appear in everyday life — in jokes, at work, or in how people of different ages are portrayed in advertising and the media.
Tweed Shire Council Mayor Chris Cherry said it was time the Tweed took a stand against ageism and learnt how to call it out.
"The issue is particularly important in the Tweed, which has one of the highest proportions of older residents in New South Wales. With such a large share of our community aged over 55, challenging ageism is about supporting the wellbeing, participation and contributions of thousands of local people."
"Ageism doesn't just affect individuals — it shapes attitudes, limits opportunities, and influences everything from health outcomes to workplace participation. By naming it and challenging it, we can create a more inclusive Tweed where people of every age are respected and valued," Cr Cherry said.
Council will host a free public event Challenging Ageism Together on Thursday 9 October at Tweed South Community centre featuring keynote speaker Joanna Maxwell (former Age Discrimination Commissioner at the Australian Human Rights Commission), alongside local experts and community voices.
The event will include panel discussions, opportunities to share lived experiences, and practical strategies for challenging ageism in everyday life.
Challenging Ageism Together
Thursday 9 October 2025
9.30 am – 12 noon
Tweed Heads South Community Hall
Morning tea and refreshments provided. Free event. Bookings essential. Bookings via humantix.
Council's Coordinator Community Care Jo Watters, whose team supports programs for older people, said the campaign builds on work already underway to keep seniors active and connected, including through intergenerational programs that bridge the gap between different age groups.
"Challenging ageism goes hand in hand with creating opportunities for older people to stay active, connected and valued," Ms Watters said,
"Through programs like Fun Activities for Banora Seniors (FABS) and other local connective activities, we see every day how important it is for seniors to have spaces where they can socialise, learn new skills and share their talents."
Ageism Awareness Day is an initiative of EveryAGE Counts, Australia's national coalition of organisations committed to ending ageism. By joining the movement, the Tweed community can play a part in creating a future where people of all ages are celebrated, not stereotyped. Council has also taken the EveryAGE Counts pledge, joining organisations across Australia committed to ending ageism and building a more inclusive society.
