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speaking out

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Bunyon, Saltzman & Einhorn is seeking to turn the attention of families, taxpayers and legislators to the often secretive problem of elder abuse.
The Sacramento agency, which handles a variety of social marketing accounts from the state of California, sees the handwriting on the wall: a rapidly growing population of people over 75; lagging social services; nagging age-related health conditions. So the shop created a pro-bono regional radio and outdoor campaign to promote emergency hotline numbers.
Ads show faces of older women with copy that says their children rob or beat them. Says one ad: "Her son paid her a visit today. She's even got the bruises to prove it."
Along with generating calls to the hotlines, agency executives said they hope the ads generate enough interest that California provides a budget for a paid statewide campaign to fight
the problem.
--Joan Voight