Cranstoun signs up to landmark OATH campaign

29th October 2024

2 min read

We are delighted to announce that Cranstoun has taken the OATH and committed to a Safer Ageing Society by 2050.

With an estimated 9.6 million more older people in the UK by 2050 and abuse levels set to rise, Cranstoun has signed up and endorsed Hourglass’ landmark OATH campaign to create a Safer Ageing Society.

The OATH campaign: Older Age Tomorrow’s Hope aims to create societal change and focus minds, enabling older people to age safely and free from abuse. It is estimated that over 2.6 million older people are affected by abuse each and every year, however this is sadly just the tip of the iceberg. Countless cases of abuse go unreported with the majority of cases taking place within the victim-survivor’s own home, and the abuse perpetrated by their own family members.

Older victim-survivors are subject to the worst kinds of abuse and exploitation, with devastating results for their health and wellbeing. The situation is already dire, but with a rapidly ageing population, increasing economic hardship and an already struggling social care system, it is set to get even worse. Since the pandemic, Hourglass has seen a surge in UK call numbers and casework, with 50,000 impacts in the last year alone.

By 2050, we will be seeing the creation of a London-sized city, full of over sixties. That’s 9.6 million more people, meaning that for the first time ever, there will be more over 60s than under 16s.

With our OATH campaign, we’re calling for better cooperation between the charity sector, the criminal justice system, health and social care institutions, financial sector and more to ensure that our ageing population is protected from abuse.

Cranstoun’s endorsement of this important campaign highlights their commitment to protecting older victim-survivors of abuse and raising awareness of this hidden epidemic which affects millions each and every year.

Maria Cripps, Assistant Director of Domestic Abuse at Cranstoun said:

“Nobody should have to experience abuse and exploitation. At Cranstoun we stand in solidarity with Hourglass in calling for older people's experiences of abuse to be taken seriously, for expert support and care for older victims/survivors to be consistently available, and pledge to work towards a safer world for everyone.”

Veronica Gray, Deputy CEO and Director of Policy of Hourglass said:

“We are delighted that Cranstoun have signed up and endorsed our OATH campaign and we urge others to follow suit.

With an ageing population and rising levels of abuse, it’s vital that we all work together to raise awareness and ensure that decision-makers are listening.

Cranstoun’s endorsement shows their commitment to creating a Safer Ageing Society by 2050 and we’re pleased to have them on board and supporting this important mission.”

We’re calling on the general public, third sector leaders, care professionals and businesses to also sign up and commit to creating a Safer Ageing Society by 2050: www.wearehourglass.org/take-oath

Find out more about Cranstoun here

If you or anyone you know is suffering from abuse contact our 247 helpline

0808 808 8141

Featured on