Ageism is the “stereotyping and discriminating against individuals or groups on the basis of their age” (Butler 1969). Ageism can affect people of any age, but is most likely to affect younger and older age groups. Ageism is not harmless. It affects our confidence, quality of life, job prospects, health, participation and control over life decisions.

Tackling ageism as it relates to older people is a priority of the Inner East PCP. We are a proud member of the EveryAGE Counts national coalition to end ageism, joining a diverse and growing coalition of organisations and individuals committed to ending ageism and committing to the Pledge:

“We stand for a world without ageism where all people of all ages are valued and respected and their contributions are acknowledged. We commit to speak out and take action to ensure older people can participate on equal terms with others in all aspects of life.” 

Tackling Ageism Together: EveryAGE Counts in Melbourne’s East

We are leading a campaign with the seven Eastern Metropolitan Region Councils (Boroondara, Knox, Manningham, Maroondah, Monash, Whitehorse and Yarra Ranges) to tackle ageism in our region. The campaign ties into and supports the national EveryAGE Counts campaign.

This joint campaign will raise awareness about ageism, challenge stereotypes about what it is to be older, and encourage people to speak up and take action. The campaign is also supported by the Eastern Community Legal Centre and their work on preventing abuse of older people through their framework and the OPERA project

Australia’s First Ageism Awareness Day 1 October

1 October is designated by the United Nations as International Day of Older Persons. This year, the EveryAGE Counts campaign is marking the day with Australia’s first Ageism Awareness Day. The theme is “Ageism: Know it. Name it.”


Become Involved

  • Learn more about ageism by watching these videos: Imagine a world without ageism narrated by Bryan Brown or check out this great TED talk by US ageism activist Ashton Applewhite.
  • Take the ‘Am I Ageist?’ quiz
  • Take the pledge to stand for a world without ageism
  • Take a photo with your signed pledge and post it on social media with the hashtags #EndAgeism #TacklingAgeismTogether #AWorld4AllAges
  • Share the videos, quiz and pledge with your colleagues, managers, family and friends
  • Follow and share IEPCP on LinkedIn or the eastern Melbourne Councils on their social media
  • Use our guide to post on your organisation’s social media about ageism
  • Speak up and start a conversation when you hear someone being ageist

Together we are striving for a region without ageism. We celebrate older people as a diverse group, with diverse interests who contribute an enormous amount to our communities, families, organisations and economy.

The Well

        Visit  The Well to find more resources and learn about local work



Title Date Type Author Files
Building Communities for all Ages: Good Intergenerational Practice SUMMARY

A four page summary of the full resource on intergenerational practice

15/09/2021 Document Inner East Primary Care Partnership
Building Communities for all Ages: Good Intergenerational Practice RESOURCE

Describes strategies, challenges, outcomes, and lessons learned from a documented and evaluated body of global intergenerational practice

15/09/2021 Document Inner East Primary Care Partnership
Tips & Ideas: Choosing non-ageist images of older Australians

This short guide helps you and your organisation choose or create images of older Australians for use in publications, websites
and social media that avoid ageist stereotypes and emphasise positive imagery

29/07/2021 Document Inner East Primary Care Partnership & Benevolent Society
Old School: Anti-Ageism Clearinghouse

A clearinghouse of free and carefully vetted resources to educate people about ageism and help dismantle it

15/06/2021 Website Old School
WHO Global Report on Ageism

Outlines a framework for action to reduce ageism including specific recommendations for different actors,  best available evidence on the nature and magnitude of ageism, its determinants and its impact, what strategies work to prevent and counter ageism, identifies gaps and proposes future lines of research.

29/04/2021 Document World Health Organisation
Tackling Ageism Together: EveryAGE Counts in Melbourne’s East

Overview of the 2021 campaign to tackle ageism with the seven Councils in Melbourne’s East and social media guide for other organisations to participate.

12/04/2021 Document Inner East Primary Care Partnership
Identify and challenge ageism during COVID-19

COVID-19 has exposed ageism in many forms. This document highlights the impact of COVID-19 on ageism and provides guidance for local governments and other organisations on framing and responding to ageism at this time.

29/07/2020 Document Inner East Primary Care Partnership
We acknowledge the Wurundjeri people and other peoples of the Kulin nation as the traditional owners of the land on which our work in the community takes place. We pay our respects to their Elders past and present.

Sign up to IEPCP E-News