image shows front cover of the Framing Age Message Guide which depicts and older man smiling outsideWe all want to live in a world where everyone is respected and included regardless of age. This reduces social isolation and builds our confidence and ability to make our own decisions.

Unfortunately this doesn’t always happen. There is an emerging body of evidence that ageist attitudes and behaviours create an environment where elder abuse occurs and leaves people disrespected, disenfranchised and ignored - by service providers, fellow community members and even loved ones. The all-too common examples of older people being overlooked for employment, restricted from health or social services and stereotyped in the media are all instances of ageism in action.

To reduce the impact of ageism on our community we engaged Common Cause Australia to develop the Framing Age Message Guide. The research and resulting tips will help everyone better understand how to communicate about age, ageing and issues affecting older people in a way that reduces ageist attitudes, stereotypes and behaviours.

What is the Framing age message guide?
The guide details research conducted by Common Cause Australia using their unique approach to community engagement. It identifies ways of communicating to shift persuadable audiences to a more supportive mindset.
Based on this research, six ‘Top Tips for Messaging’ have been outlined, including practical ‘before’ and ‘after’ examples. Details on how to structure a persuasive story are also included. There’s even a ‘cheat sheet’ at the end so you have the most important information all in one place!

Who are we?
We are a consortium of multi-agency Elder Abuse Prevention Networks (EAPNs) led by Southern Melbourne Primary Care Partnership, Eastern Community Legal Centre, Merri Health and Barwon Community Legal Service. Together, we represent five of the nine EAPNs funded by the Victorian Government.

  • Barwon Elder Abuse Primary Prevention Network
  • Eastern Elder Abuse Network
  • Northern Metropolitan Elder Abuse Prevention Network
  • Southern Melbourne Elder Abuse Prevention Network
  • Western Metropolitan Elder Abuse Prevention Network

Funding for this project was provided by Southern Melbourne Primary Care Partnership, Barwon Community Legal Service, Bayside City Council, Better Place Australia, Bolton Clarke, Eastern Community Legal Centre, Glen Eira City Council, Merri Health and Women’s Health in the South East.

Southern Melbourne Primary Care Partnership acknowledges the support of the Victorian Government.

Download the Framing age message guide…

Do you have more questions about the Framing age message guide? Are you interested to find out more on how you can build your skills to use the guide? 
Contact: Michelle Lord |SMPCP Executive Officer | This email address is being protected from spambots. You need JavaScript enabled to view it. | 8587 0241

To request a large print version of the Framing Age Message Guide, or an accessible version, please email This email address is being protected from spambots. You need JavaScript enabled to view it.


image shows young man using a blender with the words 'feed happiness' overlaying imageThe Feed Happiness social media campaign was designed to increase understanding of how the foods we eat can support and promote positive mental health. It put the spotlight on how eating lots of fruit, veg, nuts, seeds and grains helps us to manage stress, boost mood and be our best - at work, school, home and play.

Feed Happiness ran over four weeks in February-March 2021, at a time when COVID-19 challenges made us all the more aware of the importance of building resilience and wellbeing. It was delivered by a partnership of nineteen local community and health organisations, including members of the SMPCP Healthy Eating Working Group.

The project included training for partners by Common Cause Australia on how best to frame campaign messages to get audiences engaged and inspired to act.

SMPCP is proud to have been part of the Feed Happiness Steering Group, along with Enliven Victoria, Monash Health and Peninsula Health.

As a first of its kind in the Southern Metropolitan Region, the evaluation of the campaign and the partnership process has been widely shared to help inform others looking to run similar campaigns. It includes full datasets and copies of the data collection tools.

Download the Feed Happiness evaluation documents via the links below:

image shows text and pictures describing the Feed Happiness social media campaign       image shows front cover of Feed Happiness evaluation report text on orange background with fresh fruit highlights      

image shows front cover of appendices for the Feed Happiness Evaluation report. A smiling Indian woman serves food to her family with the text 'Feed Happiness' overlaying the image

  Campaign snapshot (Infographic)    Evaluation Report    Evaluation Report Appendices 


To see all the information, tips and resources posted during the campaign, visit the Feed Happiness Facebook and Instagram pages.

EveryAGE Counts

EveryAGE Counts Logo 500pxAt Southern Melbourne Primary Care Partnership we are proud to be a member of the EveryAGE Counts campaign and support a community without ageism, where:

  • everyone is respected equally
  • we don’t assume what people can or can’t do based on their age.

Ageism is stereotyping, discrimination and mistreatment based solely on a person’s age. When it is aimed at older people, ageism comes from negative attitudes and beliefs about what it means to be older. 

Sadly, a recent global report on ageism found that 1 in 2 people worldwide are ageist towards older people. This stems from negative attitudes and beliefs about what it means to be older – like when an employer assumes an older staff member will have no aptitude for technology or when a family overrides an older person’s decisions about finances.

Ageism affects people’s self-confidence, quality of life, job prospects and health. At its extreme, ageism contributes to elder abuse.

Join us and our partners in the Southern Melbourne Elder Abuse Prevention Network, by taking a stand to address ageism wherever we find it in our community.
Watch this short EveryAGE Counts campaign video narrated by Bryan Brown to learn more about ageism. There is also a great Ted Talk Let’s end ageism by Ashton Applewhite.

Get involved and learn more

Monash Health Chronic Disease Strategy

SMPCP's Systems Integration and Access Partnership Lead collaborated with Monash Health and other partners in developing the Monash Health Chronic Disease Strategy 2016 -2021. The Strategy outlines key areas Monash Health will focus on over a five year period and aims to provide an overarching framework for the Monash Health chronic disease response to explore opportunities to collaborate with partners from across the community, including patients, carers and their families.

More information and download strategy...


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