Eradicating ageism through social campaigns: An Israeli case study in the shadows of the COVID‐19 pandemic

Abstract

This study examined three social campaigns for the eradication of ageism that were undertaken in Israel during the COVID‐19 pandemic (April, 2020–May, 2021). The documentation and analysis of the campaigns were undertaken via the lens of the Theory of Change and Five Key Principles for social campaigns: planning strategically, communicating effectively, fostering community engagement, implementing key activities, and using research. We conducted desk reviews and qualitative interviews with the campaigns’ organizers. The Theory of Change implemented by the campaigns targeted self‐ageism among independent older people and/or employers of older adults. All campaigns emphasized “active aging” and “successful aging,” to decrease (self)‐ageism. The focus on one dimension of active and positive aging may result in ageism and exclusion of older people who do not fit into the category of independent and active people. The complex timing of the campaigns had influenced the degree of implementation of the five key principles. The joining of forces of different organizations and the employment of more diverse representations of old age, may facilitate the achievement of campaign goals. Finally, an empirical evaluation of social campaigns’ efforts is still necessary to gather evidence about the effectiveness of social campaigns.

“You are stealing our present”: Younger people's ageism towards older people predicts attitude towards age‐based COVID‐19 restriction measures

“…Then, these social actors (e.g., institutions, municipalities, associations, and journalists) should in turn address their efforts to reduce ageism during and beyond the pandemic to ameliorate intergroup relationship and psychophysical health of the general population. One possible strategy might be to avoid stereotyped representations of older population as a homogeneous group composed by frail and impaired individuals recognizing the heterogeneity and diversity of older adults (e.g., Okun & Ayalon, 2022). Instead, representations of older adults should emphasize how they contribute in helping society during pandemic (e.g., retired people who came back to work) and, in general, how important their roles are socially, culturally and economically (for recent research on representation of older adults as contributors during COVID‐19 pandemic see, Lytle & Levy, 2022).…”

Combatting ageism in the Western Pacific region

“…For instance, a recent review of social campaigns during the COVID-19 pandemic in Israel has found an emphasis on the successful aging model in an attempt to sway the public image of older people. 64 This likely stems from the successful aging theory 65 which colors the experiences of aging in Western society. In Eastern cultures and countries in contrast, harmonious aging might be a more appropriate image to advocate for in social campaigns that target ageism.…”

Ageism toward older adults during the COVID‐19 pandemic: Intergenerational conflict and support

“…Similarly, Ehni and Wahl (2020) highlight that older people have a vast amount of life experience and are able to deal with new situations without having to be told by others how to act. These positive attributes of older individuals could, for example, be promoted through social campaigns (Okun & Ayalon, 2022).…”