§ Dr. KumarTo ask the Secretary of State for Work and Pensions if he will make a statement on the impact of the Age Positive publicity campaign, with particular reference to supportive and participating companies based in the Teesside area. [48586]
§ Mr. Nicholas BrownThe Age Positive campaign seeks to promote the message that is makes good business sense to encourage age diverse practices in the work place. It is aimed at all employers and individuals across Great Britain.
The campaign has used a wide variety of promotional methods to ensure that access to information and guidance is available as widely as possible. A range of media including advertising, PR, website, direct mail and key exhibitions has been used to promote the business benefits of an age diverse work force.
Findings from the Evaluation of the Code of Practice indicate that between March 1999 and October 2000 the incidence of the use of age in selection halved from 27 per cent. to 13 per cent. In addition companies having a policy against employing older workers dropped from 14 per cent. to 7 per cent. Thirty-two Age Positive champions have submitted evidence on their commitment to Age Positive practices and have given active support to the campaign.
Currently there are no companies in the Teesside area that have offered particular support but we are continually seeking to increase the number and range of Age Positive champions and positive case studies.