Show older people's real diversity – Age Concern 

Check out the next picture of an older person you see in the media. It could be nominated for Age Concern's Patron's Award – or it could be on their wall of shame.

The Patron's Award for the best portrayals of older people in journalism or advertising closes next Friday, 31 July.

"We've had a good response. We have already received over 60 entries, from a wide range of media: posters, news stories, advertisements, photos… and we're still keen to get more entries in before the deadline. Anything that's appeared in New Zealand media over the last year is eligible, and anyone can nominate an entry," Age Concern New Zealand president Liz Baxendine says

"We decided to reward positive portrayals of older people and not concentrate on the negative, so we aren't going to name names. However, we say that older people are absent from too much of the media, or are featured in negative ways.

"Too often the media portrays older people alone, doing nothing, and with their backs to the camera. Another regularly used type of image just shows an old arthritic hand, often grasping a younger one."

Liz Baxendine questions the underlying messages given by these defaced and disembodied views.

"They're dehumanizing. We suspect it means 'you're old, you're dependent, we no longer want to see your face; we prefer you invisible.' Younger people aren't photographed like that, unless they're in trouble."

Seeing problems like these, Age Concern decided to do something about it. The national organisation for older people asked for nominations from the public and media people themselves of articles, advertisements and posters that communicate positive attitudes about over-65s.

"We want to see older people in the media because they're part of our society.

"Positive attitudes breed positive behaviour, and the media have the power to change attitudes about older people and ageing, so we developed an award that would encourage and reward media that cover the reality of aging in New Zealand today."

The Patron’s Award will be awarded to the individual or company that best communicates positive attitudes about older people. Age Concern's Patron, Judge Ken Mason will present the award as part of the annual celebrations of the International Day of Older People on 1 October.

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