Forties People

Britons who are looking for 50-plus jobs could benefit after campaigners insisted older people are good for society.

Newcastle University has launched a campaign designed to encourage the wider public to look at over-50s in a more positive light.

The Changing Age strategy highlights the positive contributions that the ageing population has on society.

It is hoped that this will help to tackle outdated misconceptions and enable people of all ages to fulfil their potential.

Professor Tom Kirkwood, director of Newcastle University's Institute for Ageing and Health, commented: "Too often, public and political debate has focused on population ageing as a negative issue - a burden to be managed.

"The campaign we are launching today seeks to change this."

Journalist and broadcaster Dame Joan Bakewell, who is currently the government's voice for older people, has backed the initiative, along with charity group Age Concern and Help the Aged.

This comes after a report from Anchor claimed that over-50s are not being adequately represented on British television screens.

Posted by James Strang