The initiative, funded by the Ministry of Social Rights, Consumer Affairs and the 2030 Agenda, aims to challenge everyday language and the social perspective that negatively judges older individuals. The campaign reflects on how terms like 'old' or 'elderly,' although defined by the RAE as 'advanced age,' are often used with connotations of loss, decline, or passivity.
It is emphasized that a person's value does not diminish with age, just as certain objects gain appreciation over time for their history. Reaching a certain age should not affect an individual's dignity, autonomy, decision-making capacity, or the exercise of their rights.
Reaching a certain age does not diminish a person's value nor should it affect the recognition of their dignity, autonomy, capacity to make decisions, or the exercise of their rights.
The campaign is complemented by a new episode of the podcast Más Vidas Para Tu Vida, featuring writer and gerontologist Anna Freixas. Freixas, author of Yo, vieja, critically addresses stereotypes of aging and reflects on how language influences the perception of this life stage, reminding us that age alone does not determine a person's abilities or aspirations.
