Age Concern New Zealand Media Release

1 September 2009

Patron's Award top 5 announced

Age Concern New Zealand has named five finalists for the Patron's Award for the media. The winners will be announced on 1 October, the International Day of Older Persons.

"Our Patron, Judge Ken Mason and his advisers have five exciting and attractive portrayals of older people to choose from," Age Concern New Zealand's national President Liz Baxendine says."

"Older New Zealanders are under-represented in the media, and when they are shown, it's too often in a narrow range of stereotypes.

"Our Patron's Award encourages and rewards media depictions of older people that challenge negative attitudes.

"It's been a pleasure to see so many positive images of older people. We congratulate all 70-plus entrants to the Patron's Award in 2008 – 2009.

"It's now down to five finalists; three are newspaper articles and two are advertising campaigns. 

n      "Daring trio head off the Mongolia" profiles three North Shore men participating in a charity rally to Mongolia. North Shore Times; writer Scott Morgan, photo Jason Oxenham.

n      "Hard work pays off for couple" profiles migrant gardeners Chengru Pang and Daxiong Lu. North Shore Times; writer Lucy Vickers, photo Ben Watson.

n      "How will you spend your gas and electricity discount?" shows seniors enjoying their savings romantically. Dual Energy campaign, produced by Saatchi & Saatchi for Contact Energy; photo Mike Heydon, Jet Photography.

n      "More functions, more fun" shows an older woman using a Nintendo DSi console in advertising produced for Nintendo Australasia.

n      "Never too old to lend a hand" profiles school volunteer Bob Bargh. Dominion Post writer Tanya Katterns; photo Andrew Gorrie.

"Each of the five finalists has the potential to change attitudes to older people for the better. They reflect older people's diversity: some are adventurers; many are in the workforce; they enjoy fun and romance; they use new technology, and their help as unpaid volunteers and role models is vital.

"In the future we want to see a wider range of seniors' lifestyles shown in the news, entertainment programmes, advertisements, and visual images," Liz Baxendine says.

The results (Patron's Award winner and runner-up) will be announced in Wellington on 1 October this year as part of Age Concern's celebrations of the International Day of Older Persons.

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