A new awareness campaign is reminding South Australians of the links between older people’s rights, ageism and abuse and mistreatment.

Office for Ageing Well’s Elder Abuse Prevention: Tackling Ageism Campaign 2025 is running across social and digital media, radio and print until 13 July.

About one in six older people in Australia is said to experience some form of abuse or mistreatment, and nearly two thirds don’t seek help.

In South Australia, the Adult Safeguarding Unit experienced a 13 per cent increase in contacts (3549) between 1 July 2024 and 31 May 2025, compared with the same period during 2023-24 (3091). This included a six per cent increase in reports to the Unit and a 19 per cent increase in enquiries.

The state government is committed to raising awareness of the importance of safeguarding the rights of older people, and preventing and responding to abuse and mistreatment, with legislation currently before the Parliament to strengthen existing laws.

Tackling ageism is fundamental to safeguarding the rights of older South Australians.

How we think and feel about older people influences how we act towards them and ourselves as we get older.

Ageism has serious and far-reaching consequences for people’s health, wellbeing and human rights, and ageist attitudes can exclude older people and make them feel invisible.

Community members can check their own attitudes and beliefs about older people, and discover ways to challenge ageism, using the Age Positive Communications Toolkit and Bystander Action for Ageing Well Training. Access them at www.dhs.sa.gov.au/tacklingageism and learn more about ageism, the rights of older people and how to guard against elder abuse.

If you suspect abuse or mistreatment of an adult who may be vulnerable, you can contact the Adult Safeguarding Unit on 1800 372 310 for free confidential advice and support or to make a report.