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Launching a new initiative that aims to combat ageism and advocate for the rights of older persons.


In a world where ageism remains a pervasive issue hindering the enjoyment of human rights for many, The Association for the Aged (Tafta) will be using their new Sawubona Campaign to address age discrimination and promote the rights, protection, and dignity of older persons.

At the launch event, Femada Shamam (Tafta CEO) shared the following; “Age discrimination often leads to elder abuse, as older individuals are sometimes denied their fundamental rights to protection and a life lived with dignity. The Sawubona Campaign seeks to challenge this deeply rooted problem by encouraging society to truly ‘see’ and appreciate the value and contributions of older people.”

‘Sawubona’ – a Zulu greeting that translates to ‘I see you’ – encapsulates the essence of Tafta’s initiative to recognize and acknowledge the presence, wisdom, and experiences of the older generation. The campaign will unfold throughout the year via the organisations digital platforms, introducing various resources and opportunities aimed at fostering intergenerational connections and creating spaces that honour elders.

Shamam encouraged supporters of the organisation to join in the crucial movement by engaging on social media and to participate in the campaigns’ calls to action. “Your first opportunity to support the initiative is by signing the petition issued by GAROP (Global Alliance for the Rights of Older People) advocating for a UN Convention on the Rights of Older Persons. This global effort aims to address ageism at an international level through a binding legal instrument and foster a world that values and protects the rights of older individuals. It is time to lift the veil of ageism and truly ‘see our elders’. By actively participating in the Sawubona Campaign, individuals can contribute to a more inclusive and respectful society for people of all ages,” said Shamam.

To sign the petition, visit the Sawubona Campaign tab on Tafta’s website ( You can also stay updated and engage with calls to action by following, liking and sharing Tafta’s social media pages. Use the hashtag #Sawubona2024 to share your personal Sawubona initiative – whether it’s a story, a commitment, or an action that promotes inclusivity and appreciation for older individuals.

Source: TAFTA, The Association for the Aged





Twitter: @TAFTA_SA 

Established in 1958 Tafta provides care and support to over 1,500 older people in residential facilities (fit, assisted living and frail care), and a further 3,500 through outreach (Social Services, Wellness Activities, Meals on Wheels and Home Based Care programmes) at 24 service locations in the forms of homes, clubs and wellness centres. While we continue to provide this support we pursue our purpose to make dignity, growth and meaningful life a realistic prospect for all elders.

Our unique value proposition lies in creating value for clients and our partners with a key focus on outcomes and benefits. Our strength in healthcare, community outreach programmes and community development initiatives are our main differentiators.   We seamlessly integrate our services with best in class processes and programmes that maximise efficiency, quality, safety and service excellence.

Our Mission:

Our mission is to encourage and promote active ageing in older people-to live as independent members of the community for as long as possible, and to care for those who are no longer able to look after themselves. Our aim is to alleviate distress of the elderly and other vulnerable groups by using our resources in the most effective and efficient manner and where the need is greatest.

Our Vision:

“Leaders in innovative solutions for elders, inspiring a life worth living”


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