According to new research conducted on behalf of Hep the Aged, 74 per cent of elderly people don't think that the Government is correctly responding to their needs.

Help the Aged attribute this high figure to the Government's lack of action over age discrimination, which they believe has fuelled a sense of rejection among older people. Indeed, ageism is a big problem in the UK with 61 per cent of people agreeing that the older people get, the worse they are treated by society. In order to tackle this increasing problem, Help the Aged is asking the Government to listen to the public's needs and treat ageism in the same way as racism and sexism.

The Charity has launched its Just Equal Treatment campaign, which is pushing for the Government to include proposals for legislation against age discrimination in the provision of goods, facilities and services in its forthcoming Equality Bill.

Kate Jopling, Head of Public Affairs for Help the Aged, believes that "The Government doesn't seem to think age discrimination is a big deal" and is eager to help convince them otherwise. She said: "Despite millions of older people being subjected to ageist attitudes and practices each day, the Government doesn't seem to think age discrimination is a big deal. While it deliberates over whether or not to introduce legislation, older people are denied access to the marketplace, insurance and banking facilities – even medical treatment – because they are deemed ‘too old'. In an increasingly ageing society, this is a moral outrage."

Ms Jopling said that the public are supportive of legislation, so it is essential for the Government to help tackle ageism. She said: "Ministers have the power to outlaw age discrimination. The public are overwhelmingly supportive of legislation – it remains to be seen whether the Government is listening."

Help the Aged is an international charity that fights for the rights of older people, as well as protecting them from abuse, isolation, poverty and neglect. They are publishing a booklet, 'Worth Fighting For: Ten Stories of Age Discrimination', which features real-life examples of age discrimination, in order to support their latest campaign. They are also launching a viral email that they hope will encourage members of the public to email Minister for Equalities Harriet Harman and help put an end to age discrimination.

Sylvia Fontrellini is a full time carer for old people requiring washable knickers, disposable bed protection and Molicare adult nappies.