Use only pictures of happy, carefree pensioners, Government tells charities
By POLLY DUNBAR - on 29th September 2007
The Government spin machine has been accused of peddling a false view of old age after it was revealed it had paid a PR company to portray all pensioners as happy and carefree.
Organisations involved in the first UK Older People's Day tomorrow have been instructed only to use promotional images in which elderly people look affluent and active.
Out go pictures reflecting the reality of life for the majority of older people, including an older man and woman slumped in armchairs, presumably in a care home, and an elderly woman appearing distressed.
In come photos such as a youthful-looking couple laughing as they run across a beach, a woman about to work out in a gym, another woman happily gardening, a couple cuddling on holiday and a man enjoying a game of tennis.
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Approved: A happy couple on a beach is one of the images given a tick in the guideline pack
The approved images are marked with a large tick, while those to be avoided are marked with a cross.
The instructions form part of a guideline pack sent to organisations involved in the Department of Work and Pensions' Generation Xperience UK Older People's Day, which include the charities for the elderly Help The Aged, Age Concern and The Beth Johnson Foundation, as well as retail giants John Lewis and B&Q.
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PR blessing: A pensioner at the gym
The Government booklet, produced by PR company The Red Consultancy, urges: "Any imagery used should be consistent with the upbeat, celebratory nature of the campaign.
"Avoid using images that reinforce incorrect stereotypes about older people's lifestyles."
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Tick of approval: A woman gardening
It continues: "Contrary to common misconceptions, the UK's over-50s now have greater opportunities to lead healthy, active and fulfilling lives than ever before, largely thanks to improvements in services and pension reforms."
But critics said the chosen images were a far cry from reality for most older people at a time when more than a fifth live in poverty.
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Banned: The reality for many... crossed out in the Government booklet
Nigel Waterson, Tory spokesman for pensions and older people, said: "This just shows spin is alive and well under Gordon Brown.
"Lots of older people have no reason to look or be happy – two million are living in poverty, 125,000 have lost their pensions due to the Government and many are facing penury in old age."
Some of the organisations backing the day have also criticised the images.
Alan Hatton-Yeo, director of the Beth Johnson Foundation, said: "I would not have chosen these pictures because they are clumsy and we are not using them.
"The Red Consultancy clearly didn't think carefully enough about the implication of the pictures. All the ones they have chosen seem to show middle-class people enjoying activities a lot of elderly people cannot participate in."
Paul Bates from Help The Aged added: "There's nothing wrong with showing positive images of old people but at the same time, it must be recognised that many old people are not fortunate enough to have the finances or physical abilities to do active, fun things and take holidays."
A spokeswoman for the Department of Work and Pensions said: "GenerationXperience UK Older People's Day is about celebrating the huge contribution that older people make to society.
"Part of that is about tackling negative and outdated stereotypes of older people, the majority of whom see age as an opportunity – not a barrier."
The Elderly
I live in what is loosely called "Sheltered Accomodation." We have door entry systems, CCTV installed at the door to see who is calling, which we can access either by switching channels on our television sets, or as in my own case, a dedicated colour portable set permanently tuned in to the camera channel.
The Complex consists of fifty self-contained flats, and "shelters" people from the age of fifty-five up to, and over ninety years of age. Some of my neighbours are very frail, a few disoriented and confused, and a few completely housebound. Being one of the "younger" ones, thankfully I am still very active, and able to come and go as I please. Nearly all of us rely on State Benefits, either pension, Income Support, or Pension Credit. Just a couple are still working part-time. A few can afford to take holidays, (one lady goes on regular cruses), but the majority are not mobile or seem very happy. Only a very small percentage own cars, most if they go out, have to rely on Public Transport or Taxis.
All in all, I would say that our Complex mirrors the situation of Pensioners all over the country. Eighty percent of our residents are living "hand to mouth", and spend their days shut indoors just watching Daytime Television, eating sparingly, and waiting for next weeks pension to come around again.Regards, Sandie.