Background
Shockingly, abuse of old people is rampant in New Zealand, with over 70,000 senior citizens being abused each year. What’s worse, over 75% of abusers are their own family members. The Office for Seniors had just created 0800 EA NOT OK; a helpline for elder abuse victims, aged 65+. But hardly anyone was calling. Not because they didn’t need help, but because there was little awareness of what elder abuse was. The task was to educate the elderly on what treatment isn’t ok and urge victims to call the helpline – all without alerting the abusers themselves.
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