Dermot Ahern (Louth, Fianna Fail)

I must stress I have had no role in regard to the inception, detail or design of the campaign in question. As the Deputy noted, the fifth annual Say No to Ageism Week campaign ran this year between 19 May and 23 May. It was launched by my colleague, Deputy Máire Hoctor, Minister of State with responsibility for older people. It is a joint initiative of the National Council on Ageing and Older People, NCAOP, the Health Service Executive and the Equality Authority. The total cost of the campaign for 2008 was €225,000, funded equally by the three organising agencies. Say No to Ageism Week seeks to respond to ageism by highlighting it and by illustrating how ageism operates in society, in the workplace and in the provision of services. The campaign also promotes and supports practical action by organisations to develop "age friendly" service provision. A combination of outdoor advertising, cinema advertising, posters and local and national radio was used throughout the week.

This year's poster campaign had a particular focus on how stereotypical labels can be applied to older people and on how this labelling depersonalises, diminishes and excludes older people. Observers were challenged to examine their attitudes towards older people as compared to young people. The concept was developed by the Equality Authority and approved by the steering committee for the week, which included representatives of the HSE and the NCAOP. The council was represented by the chair of its communications advisory committee and by its communications officer. I am assured there was no intention to offend either older or young people.

As the Deputy rightly acknowledges, ageist attitudes can adversely affect people across all age groups. The Equality Authority is also engaged in an initiative to challenge the negative stereotyping of young people. This campaign, entitled Give Stereotyping the Boot, is running in partnership with the National Youth Council of Ireland. This and other campaigns are conducted by the Equality Authority under its broad mandate under the Employment Equality and Equal Status Acts to combat discrimination and to promote equality of opportunity in the areas covered by the Acts.

Additional information not given on the floor of the House.

The Equality Authority is an independent statutory body with its own board and a separate legal personality, and is independent in the exercise of these statutory functions. The chief executive of the authority is accountable to the Dáil for the economy and efficiency of the authority in the use of its resources, and the systems, procedures and practices employed by the authority to evaluate the effectiveness of its operations.

See this speech in context