The Scottish Government has begun an anti age discrimination campaign, launched yesterday, aimed at urging Scots to ‘See the Person, Not the

The campaign includes TV, radio and press adverts, created by Newhaven, which aim to encourage Scots to think past old age stereotypes.

A website has been created by Whitespace, while Barkers has been appointed to handle the Public Relations element.

Running until the end of September, the £640,000 campaign will also incorporate work with local authorities and the voluntary sector.

Shona Robison, Minister for Public Health, said; “The number of Scots of pensionable age is rising, and we can all benefit from the skills and experience that older people bring. But there are challenges involved in planning for an ageing population and one of them is to ensure we create a Scotland that is inclusive.”

Robison continued; “We know stereotypes based on someone’s race of gender are wrong, but stereotypes based on age still persist. Through this campaign, the Scottish Government is encouraging all Scots to look past the age and to see the person.”