South Ayrshire Council is joining forces with 24 other Councils across Scotland to launch a new, hard-hitting TV campaign that highlights the importance of adult protection for the thousands of Scottish adults who suffer verbal, physical, sexual and financial abuse every day.
The campaign is being transmitted in STV's Glasgow, Edinburgh and North transmission areas starting from Monday 22 August and running until Wednesday 31 August. The campaign of 40 second adverts is expected to reach over 1.8million Scottish adults. Over the two weeks there will be between four and six slots each day, including airtime during some of the most popular programmes on TV.
The advert slots will focus on the financial abuse of the elderly, the day-to-day abuse suffered by adults with learning disabilities and how long-term alcohol abuse can affect a person's ability to look after themselves. They will demonstrate how abuse can happen at any time and in any place, with those responsible being anyone from complete strangers to those with responsibility for supporting and looking after the more vulnerable people in our society, including family members.
It also promotes a free hotline number 0300 777 6520 and website www.adultprotection.tv which people can use to get help or to report concerns about friends, relatives or neighbours.
The councils which are taking part are:
South Ayrshire, East Ayrshire, North Ayrshire, Argyll & Bute, East Dunbartonshire, East Renfrewshire, Falkirk, Glasgow, Inverclyde, North Lanarkshire, Renfrewshire, South Lanarkshire, Stirling, West Dunbartonshire, East Lothian, Fife, Midlothian, Aberdeen City, Aberdeenshire, Angus, Dundee, Highland, Moray and Perth & Kinross.
Councillor Nan McFarlane, South Ayrshire Council's Portfolio Holder for Social Services, said: "The advertising campaign will highlight that adult abuse can take place at any time and in any place. Sometimes these acts are carried out by people who are complete strangers and other times by those who have responsibility for supporting and looking after vulnerable people in our society, on some occasions it can even be family members.
"Looking after the more vulnerable members of our communities is a key priority for this Council and we hope this advert puts across the message loud and clear that adults need protecting too. Some adults have mental health issues, a dependency on drugs or alcohol, are physically frail or have some other issue in their life that makes then in need of extra support.
"I am positive that this campaign will make people more aware of the need to protect vulnerable adults and that we all have a duty to help protect them."
Ann Clark, Chair of South Ayrshire's Adult Protection Committee, which includes representatives from South Ayrshire Council, Strathclyde Police, NHS Ayrshire & Arran and the private and voluntary sectors said: "Lots of people think that all adults should be independent and able to take care of themselves without additional support from others. Well, this is not the case.
"Educating people about why some adults need protection, how we can access that help for them and what help is available is crucial. This is where the television campaign is so great, it will reach right into people's homes in between television programmes and give them great information.
"By working together we can take action and improve the lives of many people."
To report any concerns in relation to adult protection, call 0300 777 6520 or visit www.adultprotection.tv