and fall-related injuries. It is important to
provide incentives and training for health
and social service professionals. This will
increase their awareness and understanding
of contemporary research and practices
so that they are able to counsel healthy
lifestyle practices that reduce falls and fallrelated
injuries among men and women of
all ages.
Government: Raising awareness of the
importance of falls prevention among
government officials at all levels is critical if
the resources and other support needed to
implement a comprehensive, multisectoral
fall prevention strategy at any of societal
levels are to be made available. It is important
to underscore that a commitment to
prevention and treatment of falls is both
cost-effective and the right thing to do.
Legislators and government officials should
be invited to participate in all aspects of the
development and implementation of public
health policies and practices that focus on
health promotion and disease prevention.
Media: The media have an important role
to play in promoting a positive image of
ageing, therefore building awareness among
them of the significance of falls and falls
prevention is paramount. The media can
help by widely disseminating realistic and
positive images of active ageing, as well as
by sharing educational information on falls
and falls prevention strategies. The media
can also help to confront negative stereotypes
about growing old and help to combat
persistent ageism.