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Canada Safety Council begins elder abuse awareness campaign

Ottawa-based charitable organization The Canada Safety Council has begun a campaign of public service announcements intended to raise awareness of the issue of elder abuse and its prevention. According to the organization, the effort seeks to illustrate the “many seniors in Canada are prisoners in their own homes and living situations.” It is timed to coincide with National Senior Safety Week from Nov. 6 to 12. Called “Old Age is Not a Crime,” the campaign depicts a series of senior citizens posing for mugshots as if they were criminals. It consists of print, out-of-home, digital and social media executions, developed by Juniper Park TBWA of Toronto.

“We really wanted to jolt people awake to the severity of the issue,” said Gareth Jones, president and CEO of the Canada Safety Council. “That’s why we went in this direction. We understand that the images may be triggering to some and shocking to others, but that is the point. This is real life for many seniors across the country and we need to address it.”

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