When: May 28, 2010 thru June 24, 2010 Where: Movie theaters across the United States What: Elder abuse has devastating and even life-threatening consequences. Recent research suggests that 11% of all seniors may be affected, but only one in six cases is reported. However, the aging of the Baby Boomers, the recent passage of the Elder Justice Act as part of the nation’s health care reform, and high profile cases such as the Brooke Astor trial are drawing attention to the issue. For the second straight year, the National Center on Elder Abuse (NCEA) will run the Elder Abuse Information Piece in movie theaters throughout the US. The 15-second video, which features actor William Mapother of Lost, will run before movie trailers on over 220 screens from May 28th through June 24th. The event will coincide with the 5th World Elder Abuse Awareness Day, to be observed on June 15th. The video clip was produced by the University of Delaware on behalf of the NCEA in 2009, and is the cornerstone of the NCEA’s Join Us in the Fight Against Elder Abuse campaign. The piece was first distributed for four weeks in theaters across the US last spring. This marked the first time a single, uniform message regarding elder abuse was released nationally. Because of its success, NCEA decided to release the video for a second run this year. "Progress is being made in fighting elder abuse, but the problem is still tragically underappreciated and underreported,” said Mr. Mapother. “Elder abuse doesn't happen just to 'other people' – it's inflicted on millions of our own parents, relatives, and neighbors. Raising awareness is our first step toward finding a solution." Mr. Mapother has been a national spokesperson for elder abuse awareness since 2007. In addition to portraying Ethan Rom on Lost, he has appeared on in films such as In the Bedroom and television series Law and Order: Criminal Intent, Prison Break, and Criminal Minds. “Raising awareness of elder abuse has proven to be a difficult challenge for decades. We don’t like to think about getting older or becoming vulnerable so it is important to see the issue as one of personal relevance, one that we all have a stake in addressing,” commented Dr. Karen Stein, NCEA Public Awareness Project Supervisor at UD. “By running the piece at this time of year, we can intensify World Elder Abuse Awareness Day activities that are taking place in communities throughout the country,” said Sharon Merriman-Nai, NCEA Co-Manager. Each year, hundreds of state and local organizations conduct outreach events to educate the public and professionals about the significance of the problem. The stakes are considerable; older individuals who are mistreated are at significantly higher risk for premature death than those who are not victimized. The NCEA estimates that between 700,000 and 3.5 million elders are affected. The State of Kentucky Cabinet for Health and Family Services played a vital role in securing the services of Mr. Mapother, and producing a series of public service announcements upon which the elder abuse information piece is based. The Administration on Aging, U.S. Department of Health and Human Services (DHHS) (90-AM-3146-02) partially funded the project. For more information on the video message or suggested community activities to observe World Day, please visit the National Center on Elder Abuse website at: http://tinyurl.com/NCEA-EAIP. If you suspect elder abuse, report your concerns to the local Adult Protective Services agency. For reporting numbers in your area, visit: www.ncea.aoa.gov or contact the Eldercare Locator at: 1-800-677-1116. If the situation is serious or life threatening, call 911 or the local police. Grantees undertaking projects under government sponsorship are encouraged to express freely their findings and conclusions. Therefore, points of view or opinions do not necessarily represent official Administration on Aging or DHHS policy. # # #