Launched on the eve of World Elder Abuse Awareness Day 2019, the campaign aims to raise awareness of elder abuse to ultimately prevent it from happening.
More than 200 people attended the breakfast launch, primarily consisting of service providers that are working to prevent and respond to family violence, including the abuse of older people (elder abuse).
Research shows that up to 14 per cent of older people may be experiencing elder abuse. Yet the real number is estimated to be much higher because elder abuse is not well understood and is underreported.
If early behaviours become normalised, elder abuse, like other forms of family violence, can rapidly escalate and lead to a higher propensity of violence towards older people.
The new campaign urges older Victorians and those in contact with older people to speak up when early signs of elder abuse are noticed to prevent it from escalating.