NHS is Getting Wise to Ageism

Date published: 13 September 2005

According to the Rochdale Primary Care Trust, Rochdale’s senior citizens are being portrayed in a new light, in an attempt to root out "ageism" in the town.

An anti-ageism video is due to be released, expressing the voices of Rochdale residents, and to help promote positive images of ageing.

On the video, Emmerdale actress Meg Johnson, who plays Pearl in the popular soap opera, provides a stimulating commentary.

It challenges viewers to reconsider stereotypes as well as reassess their opinions and attitudes towards our older generations.

Former Nurse Consultant for Older People at Pennine Acute Hospitals NHS Trust (Tracy Williamson) said: “The need to encourage people to treat older people with respect and understanding cannot be overemphasised”

Local people were quick to participate and were enthusiastic about wanting to help older people have their contribution to society valued. Involving people in the design and making of the video has given them a sense of ownership over the initiative.

Hopwood Hall media students, Debra Harding, 19 and Amanda Hewitt, 19 were also involved in the production fusing young and older people in partnership.

Free copies will be distributed across the borough and nationally to ensure the anti -ageism message is shared with school children, health and social care staff, voluntary workers and members of the public.

Partners in the project include Rochdale Primary Care Trust, Pennine Acute Hospital NHS Trust, User/Carers Action Forum, University of Salford, Heywood and Middleton Primary Care Trust and Rochdale Metropolitan Borough Council.

Jackie Taylor, Clinical Lead District Nursing, Rochdale Primary Care Trust added, “Soon we hope that impatience and a lack of respect for older people will be things of the past.”

A launch of the video is scheduled for 2pm on September 26th at Rochdale Town Hall. Rochdale Mayor, Cllr Ashley Dearnley will be opening the event.