Meet ‘EveryAGE Counts’, Australia’s campaign to tackle ageism

On behalf of EveryAGE Counts, may I warmly welcome Top Sixty Over Sixty to the coalition to end ageism. Our growing and diverse coalition is spearheading a social movement with an ambitious agenda: to dismantle ageism and shift the way we think, feel and act about getting older. We are delighted that Top Sixty Over Sixty has joined us!

Ageism is not benign or harmless. It is a big problem because it impacts on our confidence, quality of life, job prospects, health, and control over life decisions.

Ageism is pervasive but often hidden.  It can distort our attitudes to older people and ageing and have profound negative impacts on our personal experience of growing older.  The impacts of ageism can prevent or limit us from contributing and participating in our communities – socially, economically and as full citizens – and negatively impact our physical health and longevity.

Ageism can also deny society the enormous range of benefits that can flow, economically and socially, from the full participation of older people.

Our foundational research The Drivers of Ageism revealed that the top setting where ageism must be addressed is in the workplace – getting, keeping and leaving work. We also know that mutigenerational workforces are good for business and productivity and so older people and work is one of the key priority areas for EveryAGE Counts.

EveryAGE Counts and Top Sixty Over Sixty have similar goals. To reset our thinking, unlock potential, leverage the talents of all of us and advocate for age inclusion and diversity.

No one individual or organisation can do this on their own. However, through our collective efforts we can end ageism and its devastating impacts.

Thank you again for joining us. For more information go to, take the pledge to end ageism and use our resources.

We look forward to building a world without ageism with you.

Dr Marlene Krasovitsky,
Co-Chair and Director,
EveryAGE Counts

About EveryAGE Counts 

EveryAGE Counts is an Australian advocacy campaign aimed at tackling ageism.   Launched on October 11, 2018, it is an ambitious campaign spearheading a social movement with a challenging goal: to shift social norms (those unwritten rules of common thinking and behaviour) and positively influence the way Australia thinks about ageing and older people.

What is the EveryAGE Counts campaign’s long term vision?

The EveryAGE Counts campaign vision is “a society where every person is valued, connected and respected regardless of age and functional health”.

 What does the EveryAGE Counts campaign want to achieve?

The overall goal of EveryAGE Counts is to set strong, new foundations for current and future generations to age well. Toward this goal, the campaign seeks to:

  • shift those deeply entrenched negative social norms about ageing and older people
  • reimagine what it means to grow older and be an older person; and reframe our older years as a valid, positive, and meaningful part of life
  • drive a political and societal response to the opportunities presented by our ageing population.

How will the EveryAGE Counts campaign achieve its goal?

The campaign has to work at a number of levels over time to achieve its goal. EveryAGE Counts is built on a variety of social change activities, including:

  • Advocacy, political engagement and public campaigning for policy changes and new policy initiatives
  • Addressing specific structural barriers to participation for older people , for example, in particular settings where ageist policies or entrenched practices prevent access or equal participation (e.g., in workplaces, healthcare settings)
  • Increasing the diversity and accuracy of representations of older people in media, arts, and public discussion.
  • Building a grassroots social movement so all Australians can be involved in the change they want to see
  • Further research and policy development to ensure an evidence based approach.

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