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News Release

June 15 , 2006

TIME TO OPEN OUR EYES TO ELDER ABUSE
Public Service Announcements Unveiled on World Elder Abuse Awareness Day

TORONTO – The McGuinty Government is supporting a public awareness campaign that will shed light on the problem of elder abuse, Jim Bradley, Ontario’s Minister Responsible for Seniors, announced today.
 
“We are on the side of Ontario seniors, and are committed to helping them live in safety, with dignity and independence,” said Bradley. “That’s why the McGuinty Government is supporting community efforts to combat elder abuse, and is making sure people get the message that the abuse and neglect of seniors will not be tolerated in Ontario.”

The Ontario Government and its community partners will screen powerful new public service announcements (PSAs) to mark the first World Elder Abuse Awareness Day on June 15.

The PSAs depict common forms of abuse against seniors – financial, physical and emotional.  The campaign was created for the Ontario Network for the Prevention of Elder Abuse (ONPEA) by the Saatchi & Saatchi advertising agency, which donated its creative talents.  The PSAs are designed to act as a wake up call and raise public awareness of a societal problem that is growing in step with our seniors population.  

Ontario is joining other jurisdictions across Canada and around the world on June 15th in efforts to raise awareness of elder abuse by observing the first World Elder Abuse Awareness Day.

“We hope to make more people aware that abuse is a fact of life for at least 64,000 of Ontario seniors,” says Bill Ryan, Chair of ONPEA.  “We hope our public education efforts will help people recognize this problem in their family or community, and make them more likely to report abuse to someone who can help.”

Other recent initiatives announced by the McGuinty Government to help seniors include:

• Providing $459,000 to help 61 organizations across the province combat elder abuse
• Increasing the number of cataract surgeries by 16 per cent
• Increasing hip and knee replacement surgeries by 28 per cent
• Ending mandatory retirement for workers aged 65 or older by December 31, 2006.

The Ontario Seniors’ Secretariat, ONPEA, and the Ministry of the Attorney General are working with communities across the province to implement the province’s $4.3 million strategy to combat elder abuse.  The Strategy is helping communities organize practical supports and services for those experiencing elder abuse. 

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Contacts:
David Oved, Minister’s Office, (416) 314-1400
Donna Piasentini, Communications Branch, (416) 314-7242