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Date updated: June 13, 2018

NLNPEA members and other interested folk,
My review of the webinar and tools is in regular text but my comments are underlined.

Elder Abuse Ontario recently hosted the webinar..“How to Talk About Elder Abuse: Social Media Edition”, Presenters: Kimberly Moon (NCEA), and Alyssa Neumann (NCEA).

The subject matter is very specific. I really enjoyed the webinar. A new way of framing things. They are suggesting a  180 degree change?
The webinar is presented in audio and powerpoint slides (no closed caption available). There are handouts available on this site.


The concept is shared in a short video –

First a little background:
The National Center on Elder Abuse is a program of the U.S. Administration on Aging, with grants awarded to the following agencies to carry out the Center’s activities:
NCEA Information Clearinghouse: Keck School of Medicine of the University of Southern California (90-AB-0002)
• NCEA National Indigenous Elder Justice Initiative: University of North Dakota’s Center for Rural Health (90-AB-0001)
Elder Abuse Ontario is partnering with the Keck School of Medicine of the University of Southern California

1.)NCEA’s Reframing Elder Abuse project included a partnership with Frameworks Institutes. Frameworks Institutes was already doing a project on Reframing the publics’ current understanding of aging and so it made sense for NCEA to work with them to determine the public’s current understanding of elder abuse. Current perception public understanding of elder abuse – they called it the SWAMP of elder abuse.
NCEA discussed a Variety of Cultural Models for public’s understanding of elder abuse:
a. Elder + Abuse = Agree They agree that elder abuse is unacceptable but since abuse is used there is a perpetrator so self neglect does not fit in this. Sexual abuse is difficult to discuss here because they do not accept the concept that older adults are sexual beings so they cannot discuss the risk factors and prevention.
b. Deterioration – Public identifies older people as dependent and hold paternalism towards older people. They did not consider empowerment of seniors and are fatalistic
c. Solutions-based – Nothing can be done – fatalism
d. Public blamed modern life – identified the social issues but the end result is fatalism
e. Spotlight on the Individual – affects the individual and does not look at
the systemic issues or solutions. Looks at changing behaviour of individuals (prevention) or punative measures but did not focus on the collective responsibility and change of society.

Identified that they need Social Connections and things that empower seniors and need to reduce risk factors

2. They discussed how they reviewed a new evidence-based public communication strategy on elder abuse – based on the structure of justice.
a. Step 1 – Why does it matter? “Justice for all is at a stake”
b. Step 2 – What is this about? Set the story up so that people can understand..
The seniors is shown living his life where the actual underlying structure would strive towards a strong and just society. If there are support beams missing then Justice cannot occur. Need to help build an understanding of the services needed and generate the support both of the person but of the whole structure (neighbourhood, town, city, country…)
c. Step 3 -What can we do? Those Beams and Support columns are the Policies and Programs needed to create strong structure of justice on which we can all stand, for example there are support columns missing and the caregiver is overwhelmed. What can be done to address George who is socially isolated – look at the red flags or the warning signs and what is needed. Specific policies and projects identified – Working together to solve.
Small video that explains this new model

3. We learned how to apply it in social media communication practices. More on this later.

Example of TWEET
World Elder Abuse Awareness Day (#WEAAD) is June 15th.
Educating our communities on how to prevent abuse helps us support each other as we age.

4. NCEA and EAO also shared “reframed” social media resources and tools that can be used to promote World Elder Abuse Awareness Day (WEAAD).

Access WEAAD 2018 Campaign Tools and Tips today!


You will find links for the following hand-outs

PDF of the presentation
Quick Start Guide to Talking Elder Abuse
Social Media Guide PDF
Swamp Glossary PDF
WEAAD 2018 Fact sheet PDF
WEAAD 2018 Social Media Guide PDF

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