SANTA CRUZ DE TENERIFE, Sep. 12 (EUROPA PRESS) –
The Cabildo de Tenerife has launched a new campaign to empower women over 65 under the slogan ‘For everything lived. For what remains to be lived’, an initiative that aims to make older women visible and make society aware of their worth.
The CEO of Equality and Prevention of Gender Violence, Priscila de León, recalled at a press conference that “this campaign is not an isolated action, but is part of the ‘Conecta Mayores’ project, a comprehensive strategy in which they are all areas of the Cabildo are involved with a clear objective, to improve the quality of life and well-being of the elderly throughout the island”.
The island official assured that “since the beginning of the mandate, this Cabildo has made it a priority to promote a new way of working, based on people, their needs and rights, and with this campaign that wants to reach out to these and other older women and remind them that they are an active part of society.
For her part, the coordinator of Equality, Prevention and Fight against Gender Violence of the Insular Institute of Social and Socio-Sanitary Care (IASS), María José Pestana Yanes, explained that the messages of this campaign will revolve around health, empowerment , sexuality, participation, the use of ICTs and the prevention of gender violence.
“It is about claiming the right to a positive and active old age, including older women as full citizens, because they have been the ones who began to forge the path towards equality. We are heirs of this generation that has fought to have own identity and, with all their successes and mistakes, they should serve as an inspiration for us to build a world where we all fit in”, added Yanes.
The campaign, which is part of the ‘GAIA Senior Women’s Program’, will begin to be broadcast from today until the beginning of October on radio, television, written and digital media, social networks and outdoor advertising.
The objective, concluded de León, is “to use all the channels that are within our reach to make society aware of the value of these women and get them to be treated as what they are: adults, with decision-making capacity.”
The ‘GAIA Older Women’ program is developed in accordance with the ‘Conecta Mayores’ project and aims to address the specific needs and problems of this group, such as loneliness, low self-esteem, health, sexuality or the prevention of gender violence.
Previously, the Cabildo commissioned a study from the University of La Laguna on the situation of women over 65 who suffer gender violence on the island in order to develop a structured, orderly and effective strategy.
Among other issues, this diagnosis concluded that out of every ten women treated for sexist violence at the Insular Institute of Social and Socio-Sanitary Care of Tenerife (IASS) have lived more than 50 years with their aggressor in an environment of violence.