Innovative Campaign Encourages Victorians to Discover What’s Beneath the Wrinkles

Giuseppe Inserra built, ran and owns the iconic Laverton Skate Centre. He spent hours teaching children and adults to skate, and spends much of his free time turning figure eights around the rink.

And he’s 78.

Giuseppe joins 18 other Victorians in an innovative campaign set to shake up how older people are seen in the community, launching tomorrow as part of the 2015 Victorian Seniors Festival.

Unexpected Heroes, the initiative of not-for-profit aged care provider Benetas, showcases the untold stories under a few wrinkles of 19 older people in a unique photographic exhibition.

The general public will then have the opportunity to share the stories of their ‘unexpected heroes’, such as a neighbour, grandparent or an older person they’ve just met, via Facebook to go into the running to win great prizes.

Benetas CEO Sandra Hills said the campaign was all about increasing respect for older people.

“We believe that every older person has a story to tell, and it’s these stories that make them heroes,” said Ms Hills.

“Even if it’s 89 year old Ethel, a mother of 13, or 90 year old Bessie, who swept the state baking competition circuit with her sponge cakes, every older person has a story that’s special and is worth telling.”

“Benetas has a fierce commitment to advocating for older people in our community and ensuring their voice is heard.”

“Unexpected Heroes is our way of contributing to that dialogue and standing proud in the fact that we value older people.”

Along with encouraging people of all ages to upload a photo of their hero via social media, the campaign has a strong focus on encouraging younger people to understand the lives of older people and to breakdown negative stereotypes associated with ageing, through the delivery of a school resource.

“We have a long history of nurturing and supporting the very special intergenerational relationships between older and younger people, and this campaign continues that journey.”

“We want the people of Melbourne to share the story of their hero, and discover ‘what’s beneath the wrinkles’.”

The campaign starts on 29 September with a launch at KMPG, with the exhibition being held at Melbourne Town Hall from 5-9 October during Seniors Festival. The public is encouraged to upload their photos to www.facebook.com/BenetasAgedCare from 29 September until the end of October, with winners announced shortly after. 

Click here to find out more about Benetas Aged Care.