BULLYING and abuse is the focus of a new Fife Council television campaign.
The local authority has teamed up with Scotland’s other council areas to produce a hard-hitting series of adverts aimed at raising awareness of shameful nationwide statistics.
Already showing, the adverts will reach an audience of four million viewers and will run on STV until Saturday.
This is the second time that Scottish councils have pooled their resources. They decided to do so, this time round, after disability charity Mencap revealed 90 per cent of people with learning disabilities reported being bullied in the last year.
Charity Action on Elder Abuse, also exposed property and cash worth nearly £8m had been stolen from UK pensioners in just one 12-month period.
The figures were generated from 471 calls to the charity’s helpline.
John Myles, independent chair of Fife’s Adult Protection Committee, said it is important that Fifers consider the needs of all adults.
He added: ”Everyone is aware of the need to protect children, but legislation has been introduced in Scotland that allows councils to support and protect adults who are being harmed.
“Unfortunately, there is often someone who is willing to take advantage of vulnerable people.
“We have joined forces through this campaign to raise awareness about these issues and would urge people to take action and call social work if they are being subjected to harm themselves or know someone else who is being abused.”
Each advert urges people to take action to ‘change a life’ and promotes the website www.adultprotection.tv and phone number 0300 777 6520 as places where people can get help or report concerns about friends and relatives.
Fife residents can also contact the Adult Protection phoneline on 01383 602200.