Media Release
5 October 2015
Innovative Seniors Festival exhibition 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, opening today as part of the 2015 Victorian Seniors Festival.
Unexpected Heroes, the initiative of leading 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 also 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 exhibition is 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 until the end of October, with
winners announced shortly after.
-endsMedia contact: Stephanie Carson, 0400 224 852.
Photos from the exhibition available on request.
Benetas is a not-for-profit organisation, founded by the Anglican Diocese of Melbourne in 1948. Benetas provides aged care services
for more than 4,000 older Victorians each year within its 13 residential care facilities and through its extensive community care
programs. Benetas is dedicated to advocating on behalf of all older people and has an extensive Research and Advocacy Agenda.