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Shop NowWednesday 11th June 2025/Thursday 12th June 2025
WEAAD 2025: Hourglass Urges the UK to Speak Out as the Abuse of Older People Reaches Alarming Levels
Hourglass, the only UK-wide charity dedicated to ending the abuse of older people, has today launched its national campaign to mark World Elder Abuse Awareness Day (WEAAD) which takes place on 15th June. The campaign, titled “Growing the Conversation”, calls on the public, professionals and communities to speak openly and honestly about a crisis affecting almost 2.7 million people across the UK.
Despite growing evidence of harm, abuse of older people remains one of the least understood and least discussed forms of violence in our society. One in five older people in the UK will experience some form of abuse – and that figure is set to grow.
Hourglass is launching a nationwide countdown to WEAAD with new digital materials, shareable social assets and a downloadable supporters pack, all available now at https://wearehourglass.org/weaad-2025. The campaign aims to dispel dangerous myths, challenge damaging stereotypes, and equip people with the language, tools and confidence to help prevent abuse and support those at risk.
Polling carried out by Hourglass shows that public awareness is still dangerously low. Almost a quarter of UK adults don’t believe that the abuse of older people happens in their communities. Many still associate it only with care homes, despite most abuse taking place in domestic settings—often at the hands of family members or trusted individuals.
The charity’s 24/7 Helpline took over 16,000 contacts last year alone and 75,000 people utilised Hourglass’s services. Cases range from physical violence to economic exploitation, and from sexual abuse to neglect and coercive control. Yet this is likely to be just the tip of the iceberg. Hourglass estimates that almost a million older people experiencing abuse are receiving no support at all.
Richard Robinson, CEO of Hourglass, said:
At Hourglass, we started the conversation about the abuse of older people. The question now is: who’s listening? This is not a niche issue. It’s a national crisis affecting millions—mothers, fathers, grandparents, neighbours—many of whom suffer in silence.
This WEAAD, we’re calling on everyone to grow the conversation. Because the more we talk, the more we understand. The more we listen, the more we can act. And the more we act, the more lives we can change.
But you can make the difference, not just during WEAAD but all year round. Start the conversation. Talk to friends, family, and colleagues about the abuse of older people. Challenge stereotypes by calling out ageism when you see or hear it. And importantly, know the signs of economic, physical, emotional, sexual abuse and neglect. Because we make a world of difference by believing and empowering older people to speak out.
Supporters are encouraged to join the campaign by sharing Hourglass materials online, starting conversations in their communities, and directing anyone in need to the Hourglass Helpline, available 24/7 on 0808 808 8141.
Hourglass is urging those keen to support the charity to donate by visiting www.wearehourglass.org.uk/donate or Text SAFER to 70460 to donate £10. Texts cost £10 plus one standard rate message and you’ll be opting in to hear more about our work and fundraising via telephone and SMS. If you’d like to give £10 but do not wish to receive marketing communications, text SAFERNOINFO to 70460.
ENDS
Hourglass media contacts:
Richard Robinson, CEO
richardrobinson@wearehourglass.org
07552 245232 / 07807 229447
Veronica Gray, Deputy CEO / Policy Director
veronicagray@wearehourglass.org
07496 663816
Download our Supporters Pack
Packed full of all the Social Media content for you to help us to continue 'Growing the Conversation'
Download here
