Juvenile Ageism Awareness is a group of people working towards a change in societal attitudes towards children and young people. Ageism directed towards younger people is widely accepted, not only in everyday talk but also in terms of the media and those in authority. This ageism is systemic; it is inherent in our systems, our attitudes and our processes. Due to the recent outbreak of Covid-19 the ‘social talk’ around younger people has become increasingly more negative. This needs to change rapidly in order to tackle the mental health pandemic that is sweeping through the next generation. We cannot expose them to derogatory talk and expectations on the one hand and on the other expect compliance.

When has that ever worked before?