Every older person deserves to be respected, valued, included, and able to live with dignity. Yet ageism remains one of the most common and accepted forms of discrimination in our society.
By becoming an Age Concern New Zealand advocate, you can help challenge ageism, raise awareness of issues affecting older people, and be part of a growing movement creating positive change.
How can you advocate?
One of the easiest and most powerful ways to get involved is by becoming a Dignity Champion – Age Concern New Zealand’s free advocacy and awareness programme dedicated to promoting respect, inclusion, and dignity for older people.
Dignity Champions are everyday people who believe that older people should be treated with respect and have their voices heard.
Whether you’re a family member, friend, neighbour, volunteer, professional, community leader, or simply someone who cares, you can help create a society where ageing is celebrated rather than stereotyped.
What’s included?
As a Dignity Champion, you join a nationwide community of people committed to standing against ageism and promoting positive attitudes towards ageing.
When you become a Dignity Champion, you’ll get monthly updates, news, and helpful resources straight into your inbox each to spark conversations, and quarterly updates from our CEO through our Appreciating Age newsletter.
Take the Dignity Champion pledge
When you sign up, you pledge to:
- Reject stereotypes and recognise the uniqueness of every individual
- Speak up when you hear negative comments about ageing
- Question practices that are disrespectful to older people
- Avoid patronising language and behaviour
- Treat older people with patience, kindness, and respect
- Have zero tolerance for abuse or neglect
- Build meaningful connections that help reduce social isolation and loneliness
These small actions can make a big difference in the lives of older people and help create lasting change across our communities.
Join today
Take the Dignity Champion pledge and become part of a growing movement standing up for dignity, respect, and inclusion for older people across Aotearoa New Zealand. Sign up as a Dignity Champion.
Why your voice matters
Ageing is something that connects us all. By challenging ageism today, we can help create a future where everyone is treated with dignity, regardless of age.
Together, we can build communities where older people are visible, valued, heard, and respected. Being an advocate doesn’t have to mean making speeches or leading campaigns. Advocacy can happen in everyday moments:
- Challenge ageist language and stereotypes when you encounter them.
- Share positive stories about ageing and older people.
- Support older family members, friends, neighbours, and colleagues.
- Encourage inclusive practices in workplaces, organisations, and communities.
- Help raise awareness of Age Concern’s work and the issues affecting older people.
- Start conversations about the value and contributions of older people in society.
Every action helps build a more age-friendly Aotearoa New Zealand.
