Banks turn to Bauer: Campaign to stop seniors being exploited

• The campaign, Stop Elder Financial Abuse, has been launched in Sydney

The Australian Banking Association (ABA) is joining forces with Bauer Media to expand its campaign to tackle elder financial abuse – which disproportionately impacts women.

The campaign, Stop Elder Financial Abuse, has been launched in Sydney as newly released research reveals almost 6 in 10 Australians are worried that someone they know will be the victim of this abuse.

The campaign specifically calls on governments across Australia to act and establish:

• Power of Attorney laws, which are the same across the country and protect people from this kind of abuse.
• A National Power of Attorney (POA) register to check if POA documents are legitimate and current.
• Somewhere to report abuse in each state that can investigate and act.

All of Bauer Media’s brands have united and are supporting the push to stop the abuse through a $1 million advertising campaign – Australian Women’s Weekly, Harper’s Bazaar, Elle, Woman’s Day, Bauer’s homes titles, such as Australian House and Garden, through to its motoring titles plus Take 5 and TV Week.

Photo: ABA chief executive Anna Blight with Bauer Media’s finance ambassador Effie Zahos

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