‘See the person not the stereotype’: Comms specialist launches anti-ageism awareness campaign
A new awareness campaign challenging stereotypes of professionals over the age of 50 has launched, led by communications and job search specialist and owner of Dare Group Australia, Sue Parker.
With the aim of dispelling age stereotypes, ‘See The Person Not The Stereotype’ asks businesses not to overlook older Australians during recruitment processes, and reminds older professionals to scrap any self-limiting beliefs.
With 33% of Australians over 50 experiencing work and job-related age discrimination according to the World Health Organisation and EveryAGE Counts, compared to 20% across all generations, entrenched stereotypes and prejudices are evident.
Further research by the Australian HR Institute and the Australian Human Rights Commission found that in 2023, only 56% of HR professionals were largely open to recruitment people aged 50-64.
So, Parker knew a movement was “long overdue”.
In the awareness campaign, her first move was a call out to professional women over 50 to celebrate their age and capabilities to smash stereotypes. She asked women on LinkedIn to publicly post a photo of themselves with their age, and the campaign was a success with over 50 women getting involved, and further support from hundreds of men and women.
“I am determined to shake people awake to realise that not everyone over 50 looks, feels and acts the same way,” Parker told Mumbrella. “People are really hurting in so many ways due to age discrimination and it was time to take a bold creative approach.
“I was so proud of all the women who came out and shared their age and photographs to own their own agency. The impact of the campaign was instant with women reaching out to thank me so much for giving them the confidence in owning their value. I know this is going to fly high.”
Women came from all professions and sectors to support the campaign, including eSafety Commissioner Julie Inman-Grant, revered TV broadcaster and journalist Tracey Spicer, creative recruiter Esther Clerehan, and more.
Advertising veteran, Jet Swain of The Affection Economy, who also supported the campaign, said advertisers, agencies, and society as a whole needs to rethink outdated views of different generations.
“Stereotypes around age groups limit opportunities, stifle potential, and create barriers in both personal and professional spaces,” she said. “We need to celebrate the vibrancy, strength and individuality of those of 50 and beyond. I love this campaign urging everyone to look beyond age and truly see the person.”
Meanwhile, Susan Redden Makatoa, former Edelman and Morrow Sodali executive, and co-founder of Strategem, agreed that the campaign spotlights an important issue.
“There is no ‘best before’ age in our industry and if you think there is, take a look around. There are so many vibrant, creative, dedicated women tapping into their experience not only to deliver great work, but also to champion and progress colleagues and causes. It’s what we do.”
Dr Natasha Ginnivan, ageing researcher, said representation of women “owning their age” is crucial to minimise the development of entrenched age stereotypes, and she hopes to see this campaign bring some awareness to the issue.
“This campaign also eliminates ‘age-shaming’ which has become a form of weaponising, particularly for women,” she said. “And importantly, diverse images populates the internet, and thus AI, with more authentic diverse images of people over 50. And on a longer range focus, it improves the collective attitudes to ageing and age expectations.”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
age discrimination
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Dare
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Susan Redden Makatoa
Age seems to be the one stereotype that people don’t even realise is a stereotype yet. This positive way of getting attention to the issue is a great initiative. I think you’ll find plenty of men over 50 also being overlooked, but with women in our industry in the minority in senior and creative roles in the first place it is exacerbated all the more, for sure. I’d love to see everyone accepted and embraced for their authenticity and talent rather than someone else’s judgement or limitation.
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It’s very refreshing to see that none of the 16 people in the photos are over-looked are males.
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