# Age Concern NZ — "Take the Step. You're not alone." — WEAAD 2026 Campaign **Source:** [Age Concern NZ — WEAAD Campaign Page](https://www.ageconcern.org.nz/Public/Public/News_and_events/Campaigns/World_Elder_Abuse_Awareness_Day.aspx) **Campaign Toolkit:** [2026 WEAAD Campaign Toolkit (PDF)](https://www.ageconcern.org.nz/common/Uploaded%20files/2026%20WEAAD%20Campaign%20Toolkit%20-%20Partner%20organisationsv2.pdf) **Capture Date:** 10 June 2026 **Campaign Period:** 15–22 June 2026 (World Elder Abuse Awareness Day = 15 June) --- ## Campaign Overview Age Concern New Zealand's 2026 World Elder Abuse Awareness Day (WEAAD) campaign is titled **"Take the Step. You're not alone."** It runs over the week of 15–22 June 2026. ### Core Message > **"If something doesn't feel right, if someone is making you uncomfortable, or if you're unsure where to turn — take the step. You're not alone. There are people who will listen. People who will support you. People who care about your safety, your dignity, and your wellbeing. Reaching out is not a burden. It's an act of strength. And when you do, we'll walk with you, every step of the way."** --- ## Campaign Objectives 1. **Empower older people** to recognise elder abuse and feel confident seeking help from a trusted source. 2. **Raise awareness** of elder abuse and its impacts across all groups in Aotearoa New Zealand. 3. **Give information and reassurance** to older people and whānau — places to go and encouragement. 4. **Enable older people** to feel safe and confident to talk openly when they feel unsafe, mistreated, neglected, or taken advantage of. --- ## Key Statistics — Age Concern NZ Case Data (2024–2025) In the past year, **over 3,000 older people or concerned family members** contacted Age Concern's Elder Abuse and Neglect Prevention (EANP) services. | Metric | Value | | ---------------------------------------- | ---------------------------------------------------------------------- | | Harm caused by a **family member** | **84%** | | Harm by **adult child or their partner** | **49%** | | Harm by **partner/spouse** | **16%** | | **Women** affected | **61%** | | **Men** affected | **39%** | | **Psychological abuse** cases | **73%** | | **Financial pressure/abuse** cases | **31%** | | **Physical abuse** cases | **22%** | | Self-neglect | Also noted (linked to isolation, declining health, or lack of support) | > _"Reaching out is not easy. Behind every one of those 3,000 contacts is a person who has decided something needs to change. That step takes real courage, and it shows that support matters."_ > — **Karen Billings-Jensen**, Age Concern NZ Chief Executive --- ## Campaign Materials ### Toolkit Contents (for Partner Organisations) - **Posters** (A3 and A4 PDF) — for display in locations reaching older people, whānau, staff, volunteers - **Social media tiles** (Facebook, Instagram PNG) - **Newsletter copy** and banner images - **Donation call-to-action** to support Age Concern NZ's work ### Office for Seniors Free Resources (21 May 2026) The Office for Seniors also released free resources ahead of WEAAD 2026: - Digital posters and social media graphics - Printed: awareness ribbons, leaflets, wallet cards, posters, publications - Order free via [Bluestar portal](https://portal.bluestar.co.nz/WebForm/MSD-SNRC?form=Publications) - Bulk orders: ofs@msd.govt.nz --- ## #BeyondAge Showcase Event (11 June 2026) Age Concern NZ held a **#BeyondAge** showcase WEAAD 2026 event on **11 June 2026**, MCed by **Max Primmer** (winner of the 2023 Victorian Senior of the Year Awards' Ageing Well award). Free tickets were made available. --- ## Elder Abuse Awareness Resources ### What Is Elder Abuse? Elder abuse is a single or repeated act, or lack of appropriate action, occurring within any relationship where there is an expectation of trust, that causes harm or distress to an older person. **Six types:** 1. **Psychological / Emotional** — most common form (73% of cases) 2. **Financial** — involved in ~50% of all cases; fastest-growing concern 3. **Physical** — 22% of cases 4. **Neglect** — failure to meet basic needs 5. **Sexual** — non-consensual contact 6. **Institutional** — systemic failures in care settings ### Where to Get Help | Service | Contact | Hours | | --------------------------------------- | ------------------ | ------------------------ | | **Elder Abuse Response Service (EARS)** | **0800 32 668 65** | 24/7, free, confidential | | **Text EARS** | **5032** | 24/7 | | **Age Concern Helpline** | **0800 652 105** | Business hours | | **Emergency** | **111** | Immediate danger | --- ## Cross-References | KB Resource | Location | | ------------------------------------------------------- | ----------------------------------------------------------------------------------- | | Elder Abuse Information (full types, signs, prevalence) | `2026 - Age Concern NZ - Web Capture - Elder Abuse Information.md` | | Elder Abuse Topic Map — Warning Signs & Pathways | `2026 - Elder Abuse Topic Map - Warning Signs Financial Abuse and Help Pathways.md` | | University of Auckland — Risk Assessment Tool | `2026 - University of Auckland - Elder Abuse Risk Assessment Tool.md` | | Waatea News — WEAAD 2026 Coverage | `2026 - Waatea News - You're Not Alone Thousands Seek Help.md` | | Office for Seniors — Elder Abuse Response Service | `2026 - Office for Seniors - Web Capture - Elder Abuse Response Service.md` | | Public Trust — Financial Elder Abuse | `2026 - Public Trust - Web Capture - Financial Elder Abuse.md` | --- ## Notes - World Elder Abuse Awareness Day is recognised globally on 15 June (since 2006). NZ observes it over the week of 15–22 June. - As of 10 June 2026, the Beehive had not yet released a 2026 Ministerial statement for WEAAD — one may be forthcoming on or around 15 June.