We apologize that we’ve been fighting for your right to live with dignity.
Does this strike a bell? It’s from our new ad that’s been running on TV and digital platforms since September 28.
Is FADOQ apologizing for something? Of course not. The idea behind our new “We apologize” ad is to take an offbeat approach to drawing attention to Réseau FADOQ’s biggest achievements. We use in-your-face humour to show that we’re proud of what we’ve done to protect the collective rights of seniors over the past 50 years. We’ve taken a leadership role in defending and improving the quality of life of Quebecers age 50 and over. And we’ll keep on putting our expertise to work for at least another 50 years.
This is an ideal time for us to show how we defend seniors’ rights, which is an important part of our mission though perhaps less known to the general public than recreational activities, discounts, and membership privileges.
With this new campaign, we want to encourage Quebecers to work together to improve seniors’ quality of life, now and into the future. We hope this message will help close the generation gap and encourage a more positive, more inclusive attitude toward seniors. This is especially important during the COVID-19 pandemic, which has been particularly hard on seniors.
The health crisis has raised the question, Is this the way we want to grow old? With run-down seniors residences and overworked healthcare workers too exhausted to give quality care? With inadequate home care, informal caregivers looking for relief, insufficiently protected pension plans, and older workers who are getting not only the short end of the stick but short shrift in the labour market because of their age?
The United Nations has stressed how important it is to talk about the risk to intergenerational solidarity that age-related inequality poses. Réseau FADOQ, which has long been a member of the UN Working Group on Aging tasked with drawing up an international agreement on protecting seniors’ rights, considers that seniors are still too victimized by stereotypes and negative comments and that the generation gap has widened over the past year.
One need only look at the many cases last spring of seniors being treated like children. Réseau FADOQ has received numerous reports from members who have been insulted or refused admission to businesses outside the hours reserved for them. There have been so many that it has had to express its concern about the situation to the Minister responsible for Seniors and Informal Caregivers.
Réseau FADOQ has been working for 50 years to change negative perceptions of seniors. When it weighs in on a social issue, it does it not only for today’s seniors, but also for those of the future. Intergenerational relationships are stronger when concerted action is taken on major societal issues. That is how we must address the challenges of population aging. Together.
Réseau FADOQ’s suggestion to the younger generations: Let’s work together to find solutions to the challenges of our aging population. Let’s let go of ageism and prejudice and join together to create a society where we won’t be afraid to grow old, knowing that measures are in place to ensure we’re well cared for and able to enjoy a worry-free old age.
To do this, we must continue educating the different levels of government about our cause and never stop demanding our rights. We’re sorry, but we simply don’t have a choice.