ArticleThe Journal of social issues2022
Eradicating ageism through social campaigns: An Israeli case study in the shadows of the COVID-19 pandemic.
Article in The Journal of social issues, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 11 papers.
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Who cites it
11 citing papers in PubMed.
- Campaigning an educational website on ageism: lessons from a failed attempt.The Gerontologist · 2025Article
- Combatting ageism in the Western Pacific region.The Lancet regional health. Western Pacific · 2023Review
- Intergenerational contact during and beyond COVID-19.The Journal of social issues · 2022Article
- Intersections of ageism toward older adults and other isms during the COVID-19 pandemic.The Journal of social issues · 2022Article
- Ageism toward older adults during the COVID-19 pandemic: Intergenerational conflict and support.The Journal of social issues · 2022Article
- Is Protecting Older Adults from COVID-19 Ageism? A Comparative Cross-cultural Constructive Grounded Theory from the United Kingdom and Colombia.The Journal of social issues · 2022Article
- Eradicating ageism through social campaigns: An Israeli case study in the shadows of the COVID-19 pandemic.The Journal of social issues · 2022Article
- "You are stealing our present": Younger people's ageism towards older people predicts attitude towards age-based COVID-19 restriction measures.The Journal of social issues · 2022Article
- Reducing ageism toward older adults and highlighting older adults as contributors during the COVID-19 pandemic.The Journal of social issues · 2022Article
- Intergenerational programming during the pandemic: Transformation during (constantly) changing times.The Journal of social issues · 2022Article
- Good Intentions Aside: Stereotype Threat in the Face of Media Strategies to Counter Age Bias.Research on agingArticle
Corrections and comments
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Authors and funding
2 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
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.
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Registered trials
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