Eradicating ageism through social campaigns

An Israeli case study in the shadows of the Covid‐19 pandemic

Bibliographic Data

ID10224696
AuthorsSarit Okun (0000-0002-5474-9223, Louis and Gabi Weisfeld School of Social Work Bar Ilan University Israel), L Ayalon (0000-0003-3339-7879, Louis and Gabi Weisfeld School of Social Work Bar Ilan University Israel, corresponding author)
Year2022
Volume78
Issue4
Pages991-1016
Publication date2022-12-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueJournal of Social Issues (JOURNAL)
Journal identifiersISSN: 0022-4537 • E-ISSN: 1540-4560
PublisherWiley (PUBLISHER • GB)
DOI10.1111/josi.12540
PMID36249555
OpenAlexW4291907559
LanguageEN
Citations received11
References cited51

This study examined three social campaigns for the eradication of ageism that were undertaken in Israel during the COVID‐19 pandemic (April, 2020–May, 2021). The documentation and analysis of the campaigns were undertaken via the lens of the Theory of Change and Five Key Principles for social campaigns: planning strategically, communicating effectively, fostering community engagement, implementing key activities, and using research. We conducted desk reviews and qualitative interviews with the campaigns’ organizers. The Theory of Change implemented by the campaigns targeted self‐ageism among independent older people and/or employers of older adults. All campaigns emphasized “active aging” and “successful aging,” to decrease (self)‐ageism. The focus on one dimension of active and positive aging may result in ageism and exclusion of older people who do not fit into the category of independent and active people. The complex timing of the campaigns had influenced the degree of implementation of the five key principles. The joining of forces of different organizations and the employment of more diverse representations of old age, may facilitate the achievement of campaign goals. Finally, an empirical evaluation of social campaigns’ efforts is still necessary to gather evidence about the effectiveness of social campaigns

Coronavirus disease 2019 (COVID-19 · Desk · Documentation · Pandemic · Political science · Public relations · Qualitative research · Social science · Sociology · Thematic analysis · Aging and Gerontology Research · Health disparities and outcomes · Medicine · Psychological Well-being and Life Satisfaction · Psychology

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