Age Demands Action

"ADA has made me an ambassador for older people. It has taught me that older people have rights which should be respected by all."

– Rhoda, ADA campaigner, Kenya


About ADA

Age Demands Action (ADA) is a grassroots campaign to fight age discrimination and combat the perception that older people are not important. The movement began in 2007 in 27 countries and now takes place in 55 countries every year.


ADA campaigns activities take place throughout the year and focuse on three main issues: health, rights, and gender equality. Our key campaign days are:

  • International Women's Day - March 8th
  • World Health Day - April 7th
  • World Elder Abuse Awareness Day - June 15th
  • International Day of Older Persons - October 1st

 The UN International Day of Older Persons on October 1st mobilizes older people around the world to advocate for a UN Convention on the Rights of Older People.


On this day, activists of all ages in countries across the world take part in marches to make sure their voices are heard. They lobby their governments on issues that affect older people such as pensions, healthcare, housing or access to work.


What do ADA campaigners do?

Older people meet with decision-makers and lobby their local and national governments to push the issues most important to them, such as pensions and healthcare. 


Community Radio in Thailand

Older people's clubs in Chiang Mai organized a forum to engage government departments, NGOs, and older advocates on older people's rights.

Protection from Violence in Kyrgyzstan

In Kyrgyzstan, older people organized a photo exhibition to highlight the issue of elder abuse and advocate for older people's inclusion in laws on domestic violence.

Ending witchcraft accusations in Zambia

A delegation of older people will meet the Minister of Home Affairs to demand an end to elder abuse and witchcraft accusations. 



What is age discrimination?

Age discrimination is when a person is treated unfavorably based on their age. Older people are discriminated against in the workplace, health facilities, even at home. Age discrimination has many faces and happens everywhere. The result is that older people are too often forgotten in society. Many are the poorest people in the world. 100 million older people live on less than $1 a day.


Why does this matter?

Because it's wrong. But on a practical level, age discrimination means the world is not fully benefitting from the contribution older people can make to their families and the wider community.


What is HelpAge Doing About This?

HelpAge is working with older people to fight discrimination and claim their rights. Too often older people are denied their right to make decisions for themselves--about where they want to live or the care they want to receive. Read HelpAge's report Freedom to Decide to learn how HelpAge is working with older people to ensure that basic human rights do not stop after a certain age.


How you can help

Advance the well-being and inclusion of older people around the world.