Maire Hoctor TD, Minister of State with responsibility for Older People will launch "Say No To Ageism" week in the Equality Authority at 3pm on Monday May 19th 2008.

Ageism creates fixed associations between chronological age and what is and is not expected of a person at that age. Ageism involves a stereotyping of older people which attributes fixed and negative characteristics to older people regardless of the personal attributes and ambitions. Ageism underpins significant levels of discrimination against older people- discrimination that is evident in the case files of the Equality Authority on the age ground. A public awareness campaign will run during the week. This will use outdoor advertising, cinema advertising, posters and local and national radio. This campaign seeks to focus attention on how we label older people and on how this labelling diminishes older people and their potential.

'Say No To Ageism' week takes place from May 19th to May 23rd. This is an initiative developed by the Equality Authority, the National Council on Ageing and Older People and the Health Service Executive. This initiative seeks to promote new awareness of ageism and of how ageism diminishes and excludes older people; and to promote and support practical action by organisations to develop 'age friendly' service provision.

'Age-friendly' service provision is implemented through initiatives such as:-
• Staff training to build awareness of ageism and staff skills to develop 'age-friendly' service provision
• Putting in place and implementing policies to ensure older customers are treated with dignity and respect
• Consulting with older customers about their specific needs and how best to meet those needs
• Conducting an audit of the service to identify and address any barriers to access for older people
• Marketing the service using materials that acknowledge the diversity of age groups within the customer base.

A key element of the week involves the development of practical actions to combat ageism within particular sectors. Initiatives will be undertaken to promote age friendly services in the Health Service Executive, the Transport sector, and the sport and leisure sector (through ILAM - the Irish Leisure Industry body for all Sports, Fitness, Aquatic, Health Spas and Associated Facilities). The Equality Authority and the National Council on Ageing and Older People have published a guidance booklet on 'age-friendly' service provision. It is hoped that a wide range of organisations might draw from this guidance to develop initiatives to mark 'Say No To Ageism' Week.