Although the moral arguments are powerful for addressing the abuse of older people and other adults at risk of abuse, the reality is that it is only through media exposure that the issue stays on the political agenda. When issues of abuse receive coverage in local or national newspapers, or on radio or TV, we invariably witness progress in improving safeguarding, albeit slowly.

In recent years, there has been an increase in reporting of elder abuse cases and this is probably a consequence of both increased awareness and action by regulators, care providers and adult protection staff. But the systems continue to address less than one-tenth of elder abuse.  

AEA has undertaken extensive work with both the print and broadcast media since 2001. We see this as a major means by which we raise general awareness of elder abuse, as well as highlighting failures in current systems of regulation or care provision. Journalists, reporters and production staff require a particular approach in order to generate quality coverage of what is a very complex issue, and AEA provide the infrastructure and support to allow that to happen.

"I also want to thank you for all your help with this. This would not have possible without your quick thinking and ability to understand what we needed. Lots of people promise lots of things but rarely follow through but you really did. So you should pat yourself on the back for this and I hope we can work together again some time!" ITV Current Affairs Editorial.

Our partnership with media colleagues is therefore a primary part of our strategy to challenge abuse.