World Elder Abuse Awareness Day Is Here!

Today is World Elder Abuse Awareness Day (WEAAD). People of all ages deserve to live free from abuse. Strong social structures help to prevent elder abuse. The greatest risk factor for experiencing elder abuse is social isolation. By sustaining, enhancing, and creating policies and programs that strengthen social supports in our communities, we can prevent elder abuse–and we can address elder abuse more quickly and effectively when it does occur. Let’s work together to build a just society for all.

Background on the Reframing Elder Abuse Initiative & Tips for NASW Communications

The Reframing Elder Abuse initiative, based on robust research by the FrameWorks Institute, frames elder abuse as a social justice issue that can be prevented and addressed by strengthening social supports. As a member of both the National Center on Elder Abuse (NCEA) Advisory Board and the NCEA–convened Reframing Elder Abuse Committee, part of NASW’s role is to disseminate information about the strategy to social workers. Equally important is ensuring that the association incorporates the reframing strategy in its own communications—both verbal and pictorial—about elder abuse. In other words, we need to lead by example. In so doing, NASW will convey constructive messages about elder abuse to policymakers and the public, for whom explicit education about the reframing strategy is not recommended.

What does this mean for NASW’s communications about WEAAD—as well as about the association’s future communications about elder abuse?

Avoid images of older adults with bruises or other physical manifestations of abuse, as well as images of older adults who are isolated, dejected, and so on. Although such images are attention grabbing, they reinforce problematic cultural models of older adults as vulnerable victims, and they reinforce perceived societal powerlessness to prevent and address elder abuse. Instead, use images that convey community strength. Such images include the WEAAD logo and pictures that convey relationships among older adults and between older adults and people of other ages. Need ideas? Take a look at the pictures used on the following Web pages:

https://eldermistreatment.usc.edu/weaad-home/take-action/

https://eldermistreatment.usc.edu/weaad-home/

Avoid language that reinforces the problematic cultural models of dependency (older adult deterioration & vulnerability, which cue paternalistic responses), fatalism (elder abuse is inevitable, and no solutions are possible other than surveillance & prosecution), and individualism (elder abuse is a problem solely attributable to and affecting individuals; people who use abusive behavior toward older adults do so because they are immoral, sick, greedy, lazy, or exacting revenge; people who experience elder abuse bring it on themselves by being difficult).

Don’t lead with statistics and “real-life examples.” Instead, contextualize any discussion of elder abuse using the following elements:

• the value of justice; people of all ages deserve to live free from abuse
• the metaphor of social structures; society is like a building, and strong support beams are essential to prevent and address elder abuse
• explanatory chains that link the causes and consequences of elder abuse, emphasizing social policy solutions rather than individual solutions.

As you can tell, the Reframing Elder Abuse initiative dovetails beautifully with social work values and expertise. This overview has provided a minimal introduction to the communications strategy. The FrameWorks Institute and NCEA have created robust sets of resources regarding the Reframing Elder Abuse initiative. Links to some of the most succinct resources follow.

Brief blog by the FrameWorks Institute summarizing the goal & main points of the initiative

FrameWorks quick start guide, including language to use and to avoid (One clarification: Instead of the suggested term “survivors,” use “people who have experienced elder abuse”; instead of the suggested phrase “people who commit elder abuse,” use “people who use abusive behavior toward older adults.”)

Key points from FrameWorks about the Reframing Elder Abuse strategy

Two NCEA PSAs illustrating the reframing strategy for advocates

Short (1:24)

Long (3:24) (includes a case scenario)

Sample WEAAD social media posts from NCEA

If you wish to learn about the Reframing Elder Abuse initiative in greater depth, please check out the links listed in the 9.8.17 NASW Web site post, “Reframe Elder Abuse as a Social Justice Issue to Increase Support for Effective Programs and Policies.” Stay tuned for an NASW Web page dedicated to the Reframing Elder Abuse initiative.