The wide-reaching campaign, which will comprise of television, radio, online and press advertising to encourage Scots to think past stereotypes based on age, will run until the end of September. The £640,000 campaign will also incorporate work with local authorities and the voluntary sector.

Minister for Public Health Shona Robison said: “The number of Scots of pensionable age is rising, and we can all benefit from the skills and experience that older people bring.

“But there are challenges involved in planning for an ageing population and one of them is to ensure we create a Scotland that is inclusive.

“We know stereotypes based on someone's race or gender are wrong, but stereotypes based on age still persist. Through this campaign, the Scottish Government is encouraging all Scots to look past the age and to see the person.”

The number of Scots of pensionable age is expected to rise by around 31 per cent from 980,000 in 2006 to 1,290,000 in 2031. Lindsay Scott from Help the Aged said: “Help the Aged in Scotland fully supports this innovative campaign aimed at breaking down the barriers relating to age through improving communication, understanding and trust between the age groups.

“Our experience is that the gulf between the generations is an artificial one. That's why we ask everyone to think twice before stereotyping others on the basis of age.”

Age Concern Scotland's chief executive David Manion said: “Age Concern Scotland warmly welcomes the Scottish Government's See the Person, not the Age campaign.

“We need to understand how stereotypes, discriminatory language and humour used in popular culture affect people, and how limiting they can be for people in the workplace or people who are accessing services.”

See the Person, not the Age will be supported by an interactive website which will encourage target audiences to think twice before making assumptions based on age, available here.

The campaign follows the publication of All Our Futures: Planning for a Scotland with an Ageing Population in March 2007, in which the Scottish Government committed to a campaign to combat ageism.

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