# Age Concern NZ — First-Ever TV Campaign "Always Respected, Never Abused"

**Source:** [StopPress — Age Concern sticks up for the oldies](https://stoppress.co.nz/news/age-concern-sticks-oldies-elder-abuse-awareness-campaign/)  
**Date Published:** ~9 June 2026  
**Capture Date:** 9 June 2026  
**Topic:** World Elder Abuse Awareness Day 2026 — mass media campaign

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## Summary

Age Concern New Zealand launched its **first-ever television advertising campaign** titled **"Always Respected, Never Abused"** for World Elder Abuse Awareness Day (WEAAD) 2026. The campaign was created by First Star agency and represents a significant strategic escalation in public awareness, moving from digital/community-level campaigns to mass-media TV advertising.

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## Campaign Details

| Element                       | Detail                                                |
| ----------------------------- | ----------------------------------------------------- |
| **Campaign Name**             | "Always Respected, Never Abused"                      |
| **Agency**                    | First Star Communications                             |
| **Creative/Account Director** | Adam Blackwell                                        |
| **Director**                  | Jason Stutter                                         |
| **Editor & Post Production**  | Grant Williams                                        |
| **Client**                    | Robbie Ross (Age Concern NZ)                          |
| **Media**                     | First-ever TV advertising campaign for Age Concern NZ |
| **Purpose**                   | Raise WEAAD awareness and encourage donations         |

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## Key Statistics Cited

- Estimated **2 older people every hour** are abused psychologically, financially, or physically in New Zealand
- Age Concern NZ receives **more than 1,600 referrals each year** nationwide
- Approximately **six calls per day** about suspected abuse or neglect
- **In over half of cases**, abuse or neglect is confirmed

> _"We know that's just the tip of the iceberg. But it doesn't have to be this way. The more people understand about elder abuse and what they can do to stop it, the better."_ — Louise Collins, Age Concern spokesperson

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## Types of Abuse Highlighted

- Financial and material
- Psychological
- Physical
- Neglect

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## Related Activities

- Local Age Concerns held **purple-themed activities and events** across NZ cities and towns for WEAAD (15–22 June 2026)
- Donations accepted at [ageconcern.org.nz/form/donate](https://www.ageconcern.org.nz/form/donate)
- WEAAD events listed at [ageconcern.org.nz/safety/elder-abuse/world-elder-abuse-awareness-day-events](https://www.ageconcern.org.nz/safety/elder-abuse/world-elder-abuse-awareness-day-events)

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## Significance

1. **First television advertising** — Age Concern NZ has historically used digital, print, and community-based awareness methods. Moving to TV represents a significant investment in mass reach.
2. **Escalating the conversation** — TV advertising brings elder abuse into mainstream public discourse in a way that community-level campaigns cannot.
3. **Donation-driven model** — The TV campaign explicitly encourages donations, suggesting Age Concern NZ is investing in fundraising through mass media.

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## Related KB Resources

| Resource                                                           | Location                                                                            |
| ------------------------------------------------------------------ | ----------------------------------------------------------------------------------- |
| Age Concern NZ — WEAAD Campaign "Take the Step. You're not alone." | `2026 - Age Concern NZ - WEAAD Campaign Take the Step.md`                           |
| Age Concern NZ — Elder Abuse Information (main)                    | `2026 - Age Concern NZ - Web Capture - Elder Abuse Information.md`                  |
| Elder Abuse Topic Map                                              | `2026 - Elder Abuse Topic Map - Warning Signs Financial Abuse and Help Pathways.md` |
| University of Auckland — Elder Abuse Risk Assessment Tool          | `2026 - University of Auckland - Elder Abuse Risk Assessment Tool.md`               |
| Office for Seniors — Elder Abuse Response Service                  | `2026 - Office for Seniors - Web Capture - Elder Abuse Response Service.md`         |

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_Last updated: 9 June 2026_