EveryAGE Counts

EveryAGE Counts is an advocacy campaign aimed at tackling ageism. It’s an ambitious campaign spearheading a social movement with a challenging goal: to shift social norms (those unwritten rules of common thinking and behaviour) and positively influence the way Australia thinks about ageing and older people.

What is ageism?

Broadly speaking, ageism can be defined as prejudice expressed toward a person because of their age. It includes stereotyping, discrimination and mistreatment. While ageism can affect anyone of any age, the EveryAGE Counts campaign is focusing on addressing ageism relating to older people. In this context, ageism comes from negative attitudes and beliefs about what it means to be an older person.

As a form of discrimination, ageism has three key aspects:

  • Prejudicial attitudes towards older people, including some attitudes held by older people themselves
  • Discriminatory practices against older people, for instance in employment, insurance or health care
  • Institutional practices, policies and behaviours that perpetuate negative stereotypes and undermine dignity – including language and representation in the media and cultural settings.

Ageism Awareness Ambassador, Miriam Margolyes

You can take the same quiz here.

Launch of Ageism Awareness Day 2022

EveryAge Counts Pledge

Download the pledge

Please download the pledge posters for your use.  If you would like EveryAge Counts to promote your pledge photo for use in the EveryAGE Counts campaign, please email a copy to   

For individuals

For organisations


The EveryAGE Counts campaign vision is “a society where every person is valued, connected and respected regardless of age and functional health.”

Pictured is Chair of COTA NT,  Jan Jewell taking the Pledge.

Members of EveryAGE Counts

1. Aboriginal Community Services 
2. Aged & Community Services
3. Australian Association of Gerontology
4. Australian Human Rights Commission 
5. COTA Australia
6. ECH 
7. Federation of Ethnic Communities Council of Australia
8. National Seniors 
9. Per Capita Australia
10. Regional Australia Institute
11. The Australian Centre for Social Innovation
12. The Benevolent Society
13. United Worker

View more, EveryAGE Counts Members list.

Useful resources and reading

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