The Saskatoon Council on Aging is attempting to change the way people view getting older with a new campaign called Confront Ageism: It Starts With U.

Campaign chair and associate professor at the University of Saskatchewan College of Medicine, Dr. Brittany Ellis, says there are two main campaign highlights.

“First is a social media campaign which is using social media to go through a stepwise approach to enhancing public understanding of ageism, of how ageism is harmful, what you can do when you witness ageism, and then, too, try to promote more positive messages of growing older,” stated Ellis.

The Council will also be working with a local high school art class to create art that aims to bridge generational gaps and encourages meaningful connection.

Some examples of ageism towards older people in society include ‘anti-aging’ creams and removing their ability to make decisions for themselves based on age alone. She adds that examples were most obvious during the Covid-19 pandemic.

“Looking, for example, at long-term care, not allowing visitors, not allowing older people to make the decision to leave etc. when those sorts of rights were not taken away from other individuals.”

Ellis, says ageism is often overlooked, but is very harmful to those it affects. “These discriminatory beliefs and behaviors actually lead to increased social isolation. They lead to increased mental health, physical health, lots of negative things.”

Ellis encourages the public to join the conversation online by using the hashtag #Confront Ageism: It Starts With U.