National campaign to fight elder abuse receives Gold Marketing Communications Award for Consumer Public Relations Campaign

Elder Justice Now, a national video advocacy campaign to help enact the Elder Justice Act and create greater awareness around elder abuse, received a Gold Marketing Communications Award for a Consumer Public Relations Campaign from the 19th annual National Mature Media Awards. The largest awards program of its kind, the National Mature Media Awards recognizes the best advertising, marketing, and educational materials produced for older adults. The Elder Justice Now campaign was produced jointly by the National Council on Aging (NCOA) and WITNESS, with the support of the Elder Justice Coalition.

“We are proud of the recognition this campaign has received from the National Mature Media Awards,” said Jim Firman, president and CEO of NCOA. “Elder Justice Now has been a tremendously collaborative campaign involving the contributions of dozens of partnering organizations, with whom we have been honored to work alongside in this national effort.”

The Elder Justice Now campaign, which significantly contributed to the successful passage of the Elder Justice Act earlier this year, was initiated in 2009. Through the use of video and the Internet, the campaign showcased the faces of hundreds of individuals who have been touched by this growing problem in an effort to heighten the visibility of elder abuse, neglect, and exploitation, and to give elders and advocates a voice in affecting policy change.

“Putting a human face to elder abuse was extremely important to the successful implementation of achieving greater advocacy around this issue,” said Kelly Matheson, program manager for the Americas, WITNESS. “This campaign was a prime example of how video advocacy can affect change.”

NCOA partnered with WITNESS, an international human rights organization specializing in video advocacy, to produce “An Age for Justice: Confronting Elder Abuse in America,” a documentary featuring stories of four elder abuse survivors and their families.

The documentary was combined with more than 100 additional stories told by advocates, caregivers, law enforcement officials and other survivors to create a compelling collage of testimonials, which were shared with Congress through the use of online, social and traditional media, grassroots efforts, and direct advocacy, including a briefing on Capitol Hill.

The passage of the Elder Justice Act authorizes first-time dedicated federal funding for Adult Protective Services over the next four years and increased funding for the Long-Term Care Ombudsman Program. Additionally, the act establishes an Elder Justice Coordinating Council to make recommendations to the Secretary of the U.S. Department of Health and Human Services on the coordination of activities of federal, state, local and private agencies and entities relating to elder abuse, neglect and exploitation.

The Elder Justice Now campaign has been an integral part of the work of the Elder Justice Coalition, a group of 640 partnering organizations throughout the country who advocate on behalf of the millions of victims of elder abuse to pass the Elder Justice Act. Elder abuse is a silent issue that robs the nation’s elders of their dignity, their security and, in some cases, costs them their lives. Elder Justice Now provided a platform for America’s frail and vulnerable elders to be seen and heard. To view the documentary and the other testimonials, click here .

In recognition of World Elder Abuse Awareness Day, Link TV will broadcast An Age for Justice: Confronting Elder Abuse in America on June 15 at 8:30 p.m. EST on DIRECTV, the DISH Network and select cable networks.  The film features stories of elder abuse recorded by video advocates across the U.S., and is part of the Elder Justice Now campaign, a joint effort of the National Council on Aging (NCOA) and WITNESS to raise awareness of the increasing prevalence of elder abuse in the United States.

“Elder abuse is a growing but underreported problem, and we are grateful to Link TV for sharing these compelling stories with millions of viewers,” said Jim Firman, president and CEO of NCOA. “This national broadcast gives a voice to many victims, and we hope it will encourage people to be vigilant against abuse in their lives and lives of their loved ones, and to advocate with their political representatives.”

According to the National Center on Elder Abuse (NCEA), as many as two million Americans aged 65 or older may have suffered abuse of some sort. The NCEA defines abuse as any intentional or negligent act by a caregiver or any other person that causes harm or a serious risk of harm to a vulnerable adult including financial, physical, emotional or sexual abuse.

In addition to Link TV’s nationwide broadcast on June 15, WITNESS and NCOA have launched a national screening initiative to distribute the film and 11 other individual videos. Community organizations, senior centers, and all others are invited to host screenings in order to raise awareness about the silent issue of elder abuse.  Visit here for additional information. Link TV will also promote the broadcast and stream the video via their website, www.linktv.org .

About Link TV
Link TV is an independent non-commercial network devoted to global issues, available in 32 million U.S. homes receiving satellite television on DIRECTV channel 375 and DISH Network channel 9410. Select programs are shown on more than 170 local cable systems, on many college campus channels and streamed worldwide on the Internet. For more information, click here.

About Witness
WITNESS is an international human rights organization that uses the power of video to open the eyes of the world to human rights abuses. By partnering with local organizations around the globe, WITNESS empowers human rights defenders to use video to transform personal stories of abuse into powerful tools of justice. WITNESS has partnered with groups in more than 70 countries, bringing often unseen images, untold stories and seldom heard voices to the attention of key decision makers, the media, and the general public – prompting grassroots activism, political engagement, and lasting change.

About the National Council on Aging
The National Council on Aging (NCOA) is a non-profit service and advocacy organization headquartered in Washington, DC. NCOA is a national voice for older Americans – especially those who are vulnerable and disadvantaged – and the community organizations that serve them. It brings together non-profit organizations, businesses and government to develop creative solutions that improve the lives of all older adults. NCOA works with thousands of organizations across the country to help seniors find jobs and benefits improve their health, live independently and remain active in their communities. For more information, click here.

Over the course of the last decade, the Elder Justice Coalition has been fighting to secure passage of the Elder Justice Act. To support the passage of this landmark legislation and empower Americans to speak up about the growing crisis of elder abuse, the National Council on Aging (NCOA), WITNESS and 17 elder rights advocates from across the nation went into the homes of courageous American seniors to document their poignant stories about abuse, neglect and exploitation. With the video footage we produced a short documentary, An Age for Justice: Confronting Elder Abuse in America and over 100 video testimonies. These films and short messages were then sent directly to Congress with a request to pass the Elder Justice Act (EJA). Our federal government responded on March 23 when this bill was signed into law as part of the comprehensive health reform legislation.

While health care reform captured the national headlines, the EJA unquestionably deserves our attention. When asked about provisions of health reform that received little fanfare, Health and Human Secretary Kathleen Sebelius pointed to the EJA — legislation that gives our nation a solid framework to protect seniors from being beaten, neglected and exploited. She stated, “[The Elder Justice Act] has been an issue talked about for a very long time . . . . It’s now the law of the land. It was part of the underlying Senate bill, and I don’t think many people have ever focused on the fact that this is an important step forward for seniors in America.”

The reason this is an important step forward is because the EJA is the most comprehensive federal legislation ever enacted to combat elder abuse. The EJA authorizes increased federal resources and leadership to support state and community efforts to prevent, detect, treat, understand, intervene in and, where appropriate, prosecute elder abuse. It also authorizes funding for broad-based education and awareness efforts.

While this is a critical victory for today’s seniors and each of the 76 million boomers that have a one in ten chance of facing elder abuse as our society grays, the work is not done. We now need Congress to fund and implement the EJA. This process now sits in the hands of the appropriations committees in the House and Senate.

For now, all of us at Elder Justice Now would like to thank each of you who spoke up by writing to your Congressional Representative. Your voice made a difference. And for those of you who shared your story, a very special thanks. We know the strength this took. As Pat Smith, one of the courageous seniors so succinctly states, “I don’t think this is an issue people like to think or talk about.” While true, we all must continue this conversation.

To be a part of the national effort to raise awareness of this growing crisis, we encourage everyone reading this along with elders, members of the Aging Services Network, grassroots groups, senior centers, retirement homes, congregations, law enforcement, health care providers, academics and any individual with grandparents across the country to Host-A-Screening of the short documentary film, An Age for Justice: Confronting Elder Abuse in America. By hosting a community screening of the film you will be protecting the dignity of today’s seniors and helping to ensure we can all live free from abuse tomorrow.

By Karol Markosky
HIV/AIDS Education Coordinator
Council of Senior Centers and Services of New York City, Inc

Seeing the pain in someone’s eyes as they talk about atrocities they suffered and committed often by someone they love – especially by a son or daughter – has been the hardest thing about filming video stories for the Elder Justice Now campaign.

Working on this campaign, while tearful at times, has opened my eyes even more in to the rich lives of our seniors. I have been moved by the women and the men that I interviewed and by all of the stories of abuse that usually go unheard.

The most surprising thing has been the strength and power of the elders who had experienced the pain caused by abuse. However, many were ready to speak out against elder abuse and they did!

America’s seniors are often cast aside by a society that values youth and disdains aging. The people we interviewed for this campaign were NOT your stereotypical “elderly” who are often characterzed as weak and feeble. Their strength astounds me.

In New York, we were able to film at a few local senior centers. We had a blast! They not only welcomed us with open arms and talked to us about their experiences, they also let us film them having fun. We saw seniors who were belly dancing. Others were ballroom dancing, playing card games and working on the computer. We had lunch with one of the first female cardiologists. We had an afternoon snack at an Alzheimer’s support group. We were serenaded by a gentleman who wanted to share songs from his past and engaged in stimulating conversation.

I feel blessed everyday to work with seniors that have shaped this world and paved the way for me to do what I do today. Because of this, I feel truly impassioned to help in the fight for the Elder Justice Act.

Those who use public transportation in the District of Columbia are apt to see these Elder Justice Now bus stop signs. They are meant to raise awareness and concern about elder abuse, especially with members of Congress or those who work for them.

Each sign (there are three versions) urges passage of the Elder Justice Act  and a visit to this Web site.

The signs are located at several strategic locations around the city and the space is made available for free by Clear Channel Communications.

These posters are at bus kiosks across the street from the National Cathedral and near the corner of H and 17th Street NW.

It is crucial to get word to Congress this week that the Elder Justice Act should be passed this year. Signing a petition can help make Elder Justice Now a reality.

To sign the petition or to take other actions that will ensure passage, click here.

If you are looking for reasons why it’s so important,  read the comments from those who have already signed the petition. They give the reasons why passage is so important to our nation’s elders. Feel free to add your own comments in reaction to this blog entry!

“I support funding for fighting elder abuse. The economic downturn has cut most of the infrastructure in my county and there is a great need to put it back in place.”– CA

“Elder abuse is appalling. It is unconsionable. We need this Act passed to gve our elders the respect they deserve and to allow us to benefit from the grace of their wisdom.” — MD

“Elder abuse is a hidden reality in our society. Please help us prevent abuse of our elders and develop a comprehesive response to prevent and intervene in these cases.” NY

“It comes as a shock that here in the United States we can pass the Child Abuse Prevention and Treatment Act in1974 and 20 years later the Violence Against Women Act in 1994. yet there is no federal legislation that protects our elders.” — NY

“I work with the frail elderly who are often the victims of abuse by their own family members. We often don’t have the resources or legal means to protect them.” — NY

“The  humanty of our society is measured in how we treat our most vulnerable members.” — CA

“Abuse continues to rise, especially financial abuse and resources continue to decrease. Please help stop the suffering of our elders and [support] the systems that serve them.” — CA

“Seniors need protection, families need support and guidance…Passing the Elder Justice Act will help seniors get the care and respect they deserve.” — CA

“As a member of the Pennsylvania Council on Aging and having worked in aging services for 13 years, the need for this legislation is absolute.” — PA

“States can no longer bear the burden of adult protective services alone.” — WI

“Prosecution of elder abuse cases has improved, bu we still have a long way to go to protect our seniors.” — CA

“We should always protect all living creatures that cannot protect themselves. The elderly should not leave this world with their last days filled with neglect or abuse.” –NJ

Need I say more? Please sign the petition now.

A Message from NCOA President and CEO Jim Firman

October 17, 2009

There are important lessons to be learned about elder abuse in America from the now concluded Brooke Astor case.

One is the need to close the loop and ensure federal protection for the nation’s seniors, especially the vulnerable and the frail. Currently, there are federal laws governing domestic violence and child abuse, but few related to elder abuse. In some states like New York and California, there is great attention paid to prosecuting elder abuse. In others, there is not.

Another is that elder abuse can happen to anyone. Take Carolyn Crewey of Houston, Texas who, at age 90, lost her home, much of her furniture, and had her bank account compromised at the hands of a ‘good friend.’ Or, Vicki Bastion, 92, of Hayward, California who installed a security gate inside her home to protect her and what values she had left from her grandson and his gang-related friends who had moved in with her.

These video stories and hundreds of others the National Council on Aging and WITNESS have videotaped over the past six months as part of our Elder Justice Now campaign show the need for far more awareness, training and education about elder abuse. Families, caregivers, law enforcement and our financial institutions all need to be on the lookout for its signs.

As a baby boomer, I am concerned that there is little attention being paid to this issue just as the largest generation in history is entering its third age and turning 60. It’s time for Congress to pass the Elder Justice Act, a bill that would provide increased federal resources and leadership to support state and community efforts to prevent, detect, treat, understand, intervene in and, where appropriate, prosecute elder abuse.

Earlier today (Sept. 22, 2009), Finance Chairman Max Baucus released a list of proposed amendments that he was immediately accepting for addition to the health care legislation. This document – called the "Chairman's Mark" – includes the original health reform legislation plus the automatically adopted amendments. This will likely the base text that the Committee members will debate. And the good news – The Elder Justice Act (EJA) was included in the Chairman’s Mark!

What does this mean for the Elder Justice Act? It means that if the Finance Committee approves its version of health reform legislation later this week or next, the Senate will have once again approved the Elder Justice Act. But we still need the House in order for EJA to become law.

It also means your voice is crucial for securing House support for the Elder Justice Act.

To act today:

1) Write to or call your Senator or Representative today to request support for the EJA – include a link to one of the below videos or click here to upload from YouTube to make your message more powerful.

2) Sign this petition and call on the U.S. Congress to act now.

3) Share a story via text or video: help us break the silence by adding your voice to the national campaign and urge Congress to pass the Elder Justice Act now!

4) Forward this to your friends and anyone who cares about older Americans.

Thank you for your constant support!

This week offers a critical opportunity to advance the Elder Justice Act—a law that will finally bring a coordinated approach to ending elder abuse in this country.

You can help.

The Senate Finance Committee is considering the Elder Justice Act as an amendment to its health reform bill. This amendment would represent the most significant federal commitment to date to combat elder abuse, neglect, and exploitation. It provides an unprecedented and dedicated funding stream for Adult Protective Services (APS), which operate in all states and are the frontline workers helping elder abuse victims.

It is critical the Elder Justice Act pass now because elder abuse is a growing national epidemic. There is elder abuse occurring in every zip code in the United States affecting our health care system, our economy and our social fabric. Click VIDEO to see and hear the stories of some our America’s abused and neglected elders from older adults themselves, their families and those who serve them in local communities across the country. These elders and advocates share their stories and beliefs because we, as a country, have to step up and protect older Americans now. We hope that once you have seen their stories you will take up this charge along with us.

This is a critical moment and we need your help – please:

1) Write to or call your Senator or Representative today to request support for the EJA – include a link to one of these videos to make your message more powerful

2) Sign this petition and call on the U.S. Congress to act now

3) Share a story via text or video: help us break the silence by adding your voice to the national campaign and urge Congress to pass the Elder Justice Act now!

Thanks for your support!

On September 15, roughly 150 advocates for elder rights from around the United States will be visiting their representatives in the U.S. Congress in an Advocacy Day organized by WITNESS partner NCOA, the National Council on Aging. Among the issues they’ll be advocating for is the passing of the Elder Justice Act (EJA), federal legislation that would provide a foundation to prevent, detect, treat, intervene in and prosecute elder abuse.

Each year, an estimated 5 million elders in the U.S. are subject to physical, financial, and mental abuse resulting in illness, suffering, and premature death.   WITNESS and NCOA are working on a new video that will Break the Silence on this crisis and urge Congress to prioritize and pass the EJA.  Several elders and advocates have already sent their video messages to Congress.  You can take action too!

3 Things You Can Do Now

1. Sign this petition calling on Congress to Pass the EJA
2. Urge your senators and representatives and ask them to support the EJA
3. Help Break the Silence and Share Your Story of elder abuse via text or video

There is a silent crisis that effects every community in America: Elder abuse.  Each year an estimated 5 million of America’s older adults are beaten, ignored or financially exploited.  Yet, as a country, we remain silent about this growing crisis.

To begin to address this problem, Congress has an immediate opportunity to pass federal legislation that will provide a foundation from which we can begin to protect our country’s elders — the Elder Justice Act.  But we cannot do this without your help.

This Sunday, September 13, the United States will celebrate Grandparents Day.  Take this moment to honor the important elders in your life.  Please help us break the silence by adding your voice to the national campaign and urge Congress to pass the Elder Justice Act now!

Act Now

• Sign this petition to encourage Congress to Pass the Elder Justice Act
  
• Share a story below (in comments section)

According to Fred Joseph, president of the North American Securities Administrators Association, “Elder financial abuse is becoming the crime of the 21st century’’. He was quoted in a Washington Post article that focused on the link between the growing recession in the U.S. and the increase in elder financial abuse. Though there may be debate about if elder financial abuse is the ‘crime of the century’, there is no doubt that it is a burgeoning crisis in the U.S. This video from the California Attorney General’s Office is a good introduction to the issue – and how to help prevent elder financial abuse.

As we’ve written about, WITNESS and the National Council on Aging have partnered to address a silent crisis in America: elder abuse. This summer and fall, dozens of video stories and testimonies about elder abuse, some from the estimated annual five million victims of elder abuse, are being gathered and shared to help break the silence and pass the Elder Justice Act, pending legislation that will provide holistic support to help detect, prosecute and prevent elder abuse.

Elder abuse can take many forms (which you can learn more about here and here), one of which is the financial abuse of seniors – the illegal or improper use of an elder’s funds, property or assets. Examples range from the financial abuse my colleague Kelly’s grandmother endured when she was swindled by a door-to-door salesman (read thief) to a family member signing checks from their elder’s account without permission.

Though underreported, the annual loss is estimated to be at least $2.6 billion, according to a recent report (pdf) from MetLife Mature Market Institute, produced in conjunction with the National Committee for the Prevention of Elder Abuse and Virginia Tech University. It goes on to state that the typical victim of elder abuse is a woman over 75 who lives alone and the “increased aging population, social changes, and technology advances will lead to a dramatic increase in the opportunity for a growing level of elder abuse”.

Monday, June 15, is World Elder Abuse Awareness Day, which works to recognize elder abuse as a public health and human rights issue and raise awareness to put an end to the abuse and neglect of older persons. The day is sponsored by the International Network for the Prevention of Elder Abuse (INPEA), and it asks you to show your support by attending or hosting an event on Monday – as well as by wearing the color purple.

WITNESS is partnered with the National Council on Aging to help break the silence on elder abuse in the United States – and urge Congress to pass the Elder Justice Act. On this day of World Elder Abuse Awareness, I wanted to feature some of the best elder abuse-related videos we’ve found so far (if you know of others, please share them with us!).
First up is a very powerful 30-second elder abuse public service announcement out of Ontario, Canada. There are very few videos out there on elder abuse from North America (outside of lawyers trying to get clients), but I believe this one could be replicated and reused in many societies.

Age Demands Action is a video from Help Age International that features actions to raise awareness and call for accountability of elder abuse in 35 countries on October 1, 2008. I think it is a good video to highlight an elder justice campaign by, for and on behalf of older persons.

This video from Age Concern of New Zealand is a good intro to what elder abuse is and how people need to act to deal with it. It focuses on respect and the video serves as a training resource examines what ‘respect’ means and includes case studies that show how a lack of respect can lead to elder abuse and neglect.

This video is of White House Chief of Staff Rahm Emanuel testifying before the House Judiciary Committee about the Elder Justice Act in 2008 as the House Democratic Caucus Chairman.

Special thanks to Masha Medvedkov, a fantastic WITNESS intern, for her research for and assistance with this post, which was originally posted on the WITNESS Hub.

My grandmother’s life intersected squarely with the unprecedented rise in life expectancy for all elders. This rise has also led to one of our greatest silent crises: elder abuse.

About same time Alzheimer’s began to cloud my grandmother’s once sharp mind, she heard a knock on the door of her 3rd floor apartment in Des Moines, Iowa. She opened it to find a friendly salesman selling John F. Kennedy half-dollars made out of pure gold in a frame with a blue velvet backing. They made an exchange –she handed him a check for $900 and the swindler gave her one dollar in coins.

ELDER ABUSE IN THE UNITED STATES

For millions of elderly people in the United States just like my grandmother, living longer has also meant living in silent fear, battered and beaten, preyed upon, often quieted by shame. Elder abuse is a prolific problem that comes in many forms – physical abuse, emotional abuse, neglect and financial exploitation, with many elders suffering more than just one type of abuse. Of the five million elders estimated to suffer abuse in the U.S. alone each year, the vast majority are subject to multiple forms of mistreatment. They are also three times more likely to die prematurely than those who are not victimized.

Yet, elder abuse is not perceived as a national tragedy. No one talks about it. Silence remains, in part, because many of our elders are isolated by and dependent on those who hurt them, and the perceived shame and stigma of disclosing that they are suffering at the hands of their own caregiver can act as a powerful silencer. But abuse also stays hidden because many older Americans don’t have the means or the capacity to report it.

At the rare times when elder abuse is publicly discussed, the conversations usually feature the voices Elder Justice advocates, social workers or journalists. A typical example is this CBS News report from 2006. Only occasionally do we get a glimpse into the elders’ views which can be seen in this video taken at an elder justice rally.

Insights from these experts are critical in the fight to secure justice for older Americans but so is the wisdom from these elders themselves, and to date their voices have been absent from the debate that affects them most directly.

I was surprised to learn how deeply buried this issue is because elder abuse touches us all. It cuts across gender, social, racial, ethnic, economic and geographic lines – yet it’s rarely mentioned in social justice or human rights circles nationally or even internationally. Key UN documents from the Universal Declaration of Human Rights to the Millennium Development Goals omit any mention of age. And here at home the U.S Congress has yet to pass comprehensive federal legislation to protect our oldest members of society, placing it 20 years behind advocacy to protect children from abuse and 10 years behind the work to end domestic violence.

THE ELDER JUSTICE COALITION

To address this colossal fissure in our laws, more than 500 members of the Elder Justice Coalition (EJC) have been vigilantly working over the course of the last decade to secure the passage of the Elder Justice Act (EJA) through Congress. Passing this Act will provide us with a foundation from which we can begin to protect our society’s elders because it will provide long-needed support for programs to help us understand how to prevent and detect abuse, intervene where it happens, treat victims with dignity and respect, and fairly prosecute perpetrators.

Yet despite the EJA’s principled objectives and many years of effort, one of the authors of the Act, Marie-Therese Connolly explains, “Comprehensive federal laws to combat child abuse and domestic violence have had an immense impact for decades. By contrast, the relatively uncontroversial Elder Justice Act has languished (in Congress) since 2002.” With the recent changes in Washington, now is the time to pass this act and give America’s elders the security, dignity and equality they deserve.

A NEW WITNESS PARTNERSHIP with the NATIONAL COUNCIL ON AGING

So why is this important to WITNESS? We are partnering with the National Council on Aging (NCOA) – which has been working on behalf of disadvantaged and vulnerable Elders for over 60 years – to bring the voices of Older Americans to this debate, heighten the visibility of Elder abuse, and end Congressional complacency. In addition to securing passage of the EJA, WITNESS and NCOA will work with Elder Justice organizations across the country, training activists in strategic video advocacy planning and giving them the skills necessary to collect stories of abuse to bring Elder Justice into the national conversation.

Once footage from across the country has been gathered and edited, we will collaborate to reach key Congressional representatives, the national media and our citizenry with compelling stories which will force us to face our elders, end our collective denial and pass the EJA.

YOU TOO CAN STAND UP FOR OUR ELDERS

WITNESS and NCOA are just beginning work on the planning of this video advocacy campaign. We’d like you to join in as we move forward with this campaign to pass the Elder Justice Act and showcase the voices of older Americans:

• Return to the EJN Blog for updates on the production process in the weeks and months ahead

• Sign up for the Video for Change newsletter for updates on the Elder Justice Campaign

• Read more about the work of the NCOA at http://www.ncoa.org, and

• Visit the site of the Elder Justice Coalition at http://www.elderjusticecoalition.com/

Most of all though, we ask you to listen as we bring the voices of American’s elders to you throughout this campaign. Please hear what they have to say. Respect their voice. Value their wisdom. Add yours.

[This post was written by Nicole Schilit, WITNESS' North America Program Intern, and Kelly Matheson, North America Program Coordinator]

This post originally appeared on WITNESS’ Hub.