Discover what’s beneath the wrinkles

The campaign is set to shake up how older people are seen in the community and invites members of the public to share stories of their own ‘unexpected heroes’.

The initiative of not-for-profit aged care provider Benetas, showcases the untold stories under a few wrinkles of 19 older people.

One of those people is Giuseppe Inserra who 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…

Benetas chief executive officer (CEO) Sandra Hills says the campaign is 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.”

“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,” says Ms Hills.

“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.”

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.

The general public is encouraged to share 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 prizes.

“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,” according to Ms Hills.

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

The Unexpected Heroes campaign was launched this week, with the exhibition being held at Melbourne Town Hall from 5-9 October during 2015 Victorian Seniors Festival. The public is encouraged to upload their photos to facebook.com/BenetasAgedCare until the end of October, with winners announced shortly after.