12.06.2020
- The chefs David de Jorge, Martin Berasategui, the mountaineers Alex Txikon and Edurne Pasaban, the presenter and communicator Julian Iantzi, the president of the Eduardo Chillida Foundation, Luis Chillida, the president and players of the Real Sociedad de Fútbol, Jokin Aperribay, Igor Zubeldia and Leire Baños, and the writer Ibon Martin have joined the campaign through a video.
- The campaign is complemented by the presentation of the results of the study "Opinions and attitudes in the coronavirus crisis according to age" prepared by Matia Institute
- The campaign will be launched from MatiaZaleak on the occasion of World Day of Awareness on Ageing Abuse.
- According to WHO estimates, one in six people over the age of 60 is suffering from some form of abuse, about 141 million people worldwide. This figure may be higher as it is a hidden and invisible form of abuse.
The current pandemic has severely punished the older population. On the one hand, the virus itself, which seemed to be comfortable among older people, especially the most frail. On the other hand, a society that has shown its worst face towards old age.
On the occasion of the celebration of the World Day of Awareness of Abuse in Old Age on 15 June, MatiaZaleak wanted to give visibility to this issue, which is a determining factor in the welfare of older people, through an awareness campaign (more materials at www.laedaddeladiversidad. eus) to which we have added well-known faces such as the cooks David de Jorge, Martin Berasategui, the mountaineers Alex Txikon and Edurne Pasaban, the presenter and communicator Julian Iantzi, the president of the Eduardo Chillida Foundation, Luis Chillida, the president and players of the Real Sociedad de Fútbol, Jokin Aperribay, Igor Zubeldia and Leire Baños , and the writer Ibon Martín.
With this initiative, we want to discuss the following questions: What happens to old age and its protagonists? Why do we take for granted a social image that is so far from being real? Do we not have close examples of committed, harmonious, diverse and vital ageing? Why do we not appreciate the gift of living for many years and the learning that this brings?
In short, we intend to support the change in our vision and way of approaching this stage of life, of understanding it, of imagining it, of feeling it. It will make us better as individuals and also as a society.
We will invite society to join the initiative by contributing a video, a photo, a message with its commitment to the good treatment of older people and that shows the diversity and richness that characterizes these people. A new look so that, when we contemplate ourselves in the mirror, we see a future of possibilities, in a society that encourages capabilities and does not forget the value of all people, whether young, adult or old.
The campaign will revolve around the Hashtag #A Deal for Good #The Age of Diversity.
Accompanying this campaign will be the presentation of the preliminary results of the study led by our research institute (Matia Institute); "Opinions and attitudes in the coronavirus crisis according to age".
This study proposes a tentative analysis that attempts to observe whether negative opinions and discriminatory attitudes towards older people exist in the specific context of the situation generated by the Covid19.
The results will be presented on 15 June at 5.30 p.m. in the webinar organised together with Adinkide (Great Friends NGO) "Society and dignified treatment of the elderly: Are we doing it right?"