A multimillion dollar ad campaign will be rolled out in a bid to stop the scourge of elder abuse amid reports the form of mistreatment is on the rise.
From July 28 a series of awareness initiatives will run across Australian television, online channels and in health clinics to shine a spotlight on elder abuse.
The form of abuse can involve physical, psychological, sexual and emotional mistreatment as well as financial abuse and neglect.
It's estimated one in six people aged over 65 experience at least one form of elder abuse.
Attorney-General Mark Dreyfus, who will formally announce the campaign at the National Elder Abuse Conference in Adelaide on Monday, said elder abuse was a shameful and often hidden form of cruelty and mistreatment.
"It is ugly, it is unacceptable and it must be eliminated," he said.
"It is critical that we continue to work together as a community to promote the rights and safety of older people, and ensure that everyone is able to age with dignity and respect."
The ad campaign will be aimed at helping older Australians open up about concerns.
Australia's first National Elder Abuse Prevalence Study released in 2021 found that about 60 per cent of those who were harmed through elder abuse did not seek help.
The study did not capture people with cognitive decline or those in residential aged care, with the extent of the abuse likely underestimated.
"These are deeply troubling statistics," Mr Dreyfus said.
"If an older person does not feel that they can reach out for help, then we have failed them."
Chief executive of Council on the Ageing Australia, Patricia Sparrow, said the campaign was a positive step forward.
"Systemic issues like ageism mean that all too often elder abuse is overlooked or dismissed. Anything that helps bring the issue to the forefront of people's minds and provides practical tools to address it is very welcomed," she said.
"It's important that the federal government develop and release a new National Elder Abuse Plan that continues this important work.
"This advertising campaign is an important part of that, but we should also look to other measures too such as fixing our power of attorney laws."
A jump in reports of elder abuse has prompted authorities to ask more victims to come forward.
In 2023, Victoria Police said the force received more than 5700 reports in the year to March, an increase of more than 40 per cent over the past five years.
However, experts say cases are often under-reported and it can be hard to tell if incidents are increasing or more victims are finally coming forward.
Assistant Energy Minister Jenny McAllister said the rates of elder abuse in the community were upsetting.
"This is something that the community needs to start thinking about. It's a scourge. We need to eliminate it," she told Sky News.
"The place to start is with conversations with the people that we love and care about."
