AGE Concern in Bury is launching a new campaign to urge the elderly to stand up for their rights and tackle ageism.

Older people in the borough are being encouraged to speak out and demand equal treatment in all aspects of everyday life -- in shops, at work and in hospital.

The campaign against ageism coincides with Age Concern Week which begins this weekend (September 25). Despite being the fastest growing section of the population, holding 70 per cent of the nation's wealth, Age Concern says that -- because of their age -- they can be:

forced out of the workplace

refused interest-free credit, car insurance and new credit cards

denied travel insurance

prevented from pursuing education and training (student loans are not available to those aged over 54).

Staff and volunteers at Age Concern, based at the Jubilee Centre, will be giving away a special campaign booklet including a questionnaire: Ageism Exists Have You Seen the Signs?

They will also be encouraging older people to tell them about their experiences, good or bad.

Age Concern want to hear from as many people as possible to help with effective campaigning and local activities will be taking place throughout the week.

Mrs Beryl Pilkington, chief officer for Age Concern in Bury, said: "Many underestimate the limiting impact age discrimination has on all our lives.

"During Age Concern Week 2004, we want older people all over the borough to tell us what they think about the issues and ensure no-one loses out in our ageing society."

There are currently 20.2 million people in the UK over 50. By 2011, another 1.7 million people will be over this age. Despite making an enormous contribution in every community, the needs of older people are often neglected, says the organisation.

During the week, Age Concern will also be offering free taster sessions to newcomers for all exercise classes at the Jubilee Centre.