Year started: 2007

Age Demands Action (ADA) is an international network of campaigners and partners who expose ageism and protect human rights in older age. HelpAge International campaign alongside them to challenge assumptions that are made about older people. ADA fights age discrimination – believing it’s completely unjust to push older people to the sidelines as is still the norm today. 1 October, the UN International Day of Older Persons, is a key day of action for the campaign, when delegations of older people meet their governments to call for change. At the same time, ADA mobilises the wider public through general awareness-raising and celebrations. At its heart, ADA is about bringing older people together to decide the issues that are most important to them and to call for actionable change on these issues through a series of meetings with governments, engagement with the media, and public activities.

Objectives

Our human rights do not diminish as we get older. We want to achieve a world where we are recognized and respected as individuals, embraced equally, and treated fairly and without discrimination in older age. Securing rights in older age means securing rights for everyone. Protecting our rights in older age now will impact generations to come.

Scope

Age Demands Action is an international network of campaigners and partners who expose ageism and protect human rights in older age. HelpAge International campaign alongside them to challenge assumptions that are made about older people.