Media Awards encourage recognition of seniors' role in society

9/6/00

This year's Western Australian Seniors' Media Awards will encourage journalists, photographers, media students and advertising agencies to challenge commonly held but inaccurate stereotypes about seniors, Seniors' Minister June van de Klashorst said today.
The awards are designed to recognise and reward excellence in journalism for stories, images and advertisements that positively portray older people in the media; challenge the myths and stereotypes around ageing; and encourage the community to plan for its ageing population.
"The media has a key role to play in helping challenge negative stereotypes and positively influence community attitudes about ageing issues," Mrs van de Klashorst said.
The Minister said the commonly held stereotypes that seniors were frail and dependent were disproved by the facts:

• about one in six of those caring for someone with a disability is aged 65 or over;
• only one in 20 seniors live in a nursing homes or hostel for the aged;
• grandparents provide child care for more than two-thirds of households which receive informal child care;
• nearly 25 per cent of volunteers in WA are aged 55 or more;
• about one in eight seniors are still working;
• more than 75 per cent of seniors own their own home outright or are purchasing it; and -
• older people are less likely to be the victims of personal crime than younger people.

"The WA Seniors' Media Awards provide a strong focus for encouraging the community to work together to recognise the valuable role seniors play in our society," Mrs van de Klashorst said.
The 2000 Awards are jointly organised by the State Government, through the Office of Seniors' Interests, and the Commonwealth Department of Health and Aged Care.
This year up to $500 cash will be offered to the winners in each of the categories. The categories are metropolitan print, regional print, television, radio, pictorial print, advertising, editors/directors and student.
To further raise the profile of the awards and to encourage greater commitment at the managerial level to the positive portrayal of seniors, a category for editors/directors has been introduced this year.
The 1999 awards attracted a record number of nominations and Mrs van de Klashorst said she expected many more high calibre entries this year.
"This year I would particularly like the media to more fully explore the implications of our ageing population on the way we will live and do business in the future and to challenge the community to really embrace a whole-of-society approach to long-term planning," she said.
Winners of the WA Awards will again be eligible to nominate for the Commonwealth Media and Advertising Awards, which last year saw photographer Sharon Smith of The West Australian win the photographic section.
Entries must relate to the period between January 1, 2000 and September 28. Entries close on Friday, September 29. The awards presentation will take place on November 1 during Seniors' Week (October 29 to November 4).
Additional application forms and information can be obtained from Claudia Oakley at the Office of Seniors' Interests on 9220 1145 or Greg Shaw, Commonwealth Department of Health and Aged Care, telephone (08) 9346 5274.
The major sponsor for the Seniors' Media Awards 2000 is Western Hearing Services, an organisation dedicated to providing excellence in hearing health services. Support sponsor is the St Ives Group - Perth's largest retirement housing provider and a major provider of community care packages.
Media contact: Owen Cole 9481 7810