Tag Archives for Elder Abuse

Beer Commercial Brews Condemnation from Senior Organizations, Advocates

Published in the Pawtucket Times on May 13, 2002

This Bud’s Not for You.”

That’s what radio commentator Bill Benson told his vast WMKV-FM listening audience in Cincinnati, Ohio, last July when he called for Anheuser-Bush to pull a radio commercial that used elder abuse to pitch Bud Ice beer.

Sadly, this month Bill Benson reported in is Washington Aging Report that Anheuser-Busch again has brewed “bad faith” with the showing of another trashy television commercial.

Last July, Benson rallied aging advocates from across the nation to successfully force Anheuser-Bush, the maker of Budweiser beer, to pull a controversial radio commercial off the air.

Benson – a former acting assistant secretary for aging at the U.S. Department of Health and Human Services who now heads the Maryland-based Benson Consulting Group- along with the AARP and aging advocates, condemned the St. Louis-based beer company for using ageism to sell its brews.

Last July, much to the surprise or Anheuser-Busch officials, wide-spread criticism erupted with the release of its advertising campaign, “She Married Steven Buck Simpson.”

The commercial featured a 22-year-old woman gleefully talking about how she physically, emotionally and financially abused her frail 93-year-old tycoon husband. Ultimately, the young woman leaves the country in her elder husband’s private jet taking away all his money.

Benson along with elder law attorneys, ombudsmen, and aging advocates, called the advertising campaign tacky, bombarding the station’s largest beer maker with calls, tells  letters and emails.

“Elder abuse is not a joking matter and your message to the country is inappropriate,” said AARP President Ester Canja in a letter sent to Anheuser-Busch CEO August A. Busch III.

When the dust settled this public relations fiasco, the commercial was quickly pulled.

But now a new television commercial has drawn the ire of Benson and his fellow aging advocates.

In a recent radio commentary, Paul Greenwood, who heads the Elder Abuse Prosecution Union at San Diego County’s District Attorney’s Office, told Benson of a commercial he viewed while watching a televised NBA basketball game on April 29 on TNT

Greenwood became annoyed when Anheuser-Busch ran a spot featuring young people ripping off vulnerable adults.

The offensive commercial began with a young couple seated on a dining room table with the aging parents of the young woman. The young man, evidently the daughter’s significant other tells her elderly parents that he and his daughter look forward to moving in and gaining the property when they die.  Then he apparently complements the elderly parents for still having “motor skills” and finishes by saying, “She tells me you are loaded.”

Every day Greenwood sees the impact of exploitation of older Americans, said Benson.  His unit has prosecuted 124 felony elder abuse cases in 2000, and 147 felony cases in 2001.  This year, the number of cases prosecuted may well reach 225. That’s why Greenwood got offended when the beer commercials trivialized the financial exploitation of the elderly.

Just as he did when the last commercial raised his ire. Benson put the spotlight on the new Anheuser-Busch spot, giving it a thumbs-down in his latest Washington Aging Report and calling on thousands of aging advocates , via the internet, to urge the company to drop the commercial.

At press time, Anheuser-Busch officials had no comment about the latest controversial ad campaign.

Maybe it is time for the beer maker to solicit proposals to seek the services of a new advertising firm, one that can create material that is both humorous and creative, yet not offensive.

At the very least, they should require the creative types who develop the company’s advertising strategies to attend sensitivity training seasons.

In his radio  commentary, Benson firmly stated “my taste buds will no longer taste Bud again.” With hundreds of thousands of aging advocates and seniors following his  lead Anheuser-Busch just might finally get it at least this time around.

Aging Programs Get Slashed in Bush’s War Budget

Published in Pawtucket Times on February 18, 2002

In the shadow of the horrific terrorist attacks on Sept. 11th, domestic programs take the backseat in President Bush’s $ 2.13 trillion fiscal year 2003 budget, released in early February, with significant funding increases being targeted for both military and  homeland defense.

As 77 million baby boomers approach their 65th birthdays within the next decade, aging groups say the President’s wartime budget does not go far enough in many areas to meet the aging baby boomer’s needs in the coming years.

One of the most hotly debated Congressional issues is affordable prescription drugs. With the Congressional election looming next year, this is certain to be a key issue in every state. Don’t look for this issue to lose importance to seniors or to the aging groups who call for meaningful Medicare drug benefits.

According to the Congressional Budget Office, over the next 10 years, Medicare beneficiaries will spend about $1.6 trillion out-of-pocket on prescription drugs. But the recently released Bush budget proposal only contains $ 190 billion over 10 years for Medicare reform, including $ 77 billion to assist seniors with prescription drugs.

The National Council on Aging (NCOA), a Washington, D.C.-based advocacy group, estimates that on average, the Bush administration’s proposal would cover less than one out of 10 dollars spend on drugs by seniors.

Martha A. McSteen, president of the National Committee to Preserve Social Security and Medicare, agreed that Bush’s budget proposal shortchanges seniors and the disabled in providing needed health care and services.

In his State of the Union address, the president restated his campaign promise to provide prescription drug coverage for every senior, noted McSteen, who added, “That is an empty promise if the budget does not contain these needed resources.

“At least $ 450 billion is needed over the next 10 years to provide a comprehensive and affordable prescription drug benefit as part of the Medicare program,” McSteen says.

John Rother, AARP’s Policy and Strategy Director, said, “Although federal budget constraints are greater than last year, so too is the need for affordable prescription drugs for Americans age 65 and over. Unfortunately, disease and pain did not disappear with the budget surplus.”

However, U.S. Sen. Lincoln Chafee, R-Rhode Island, said he believes the President’s budget request recognizes the precarious state of the Medicare system, as well as other challenges faced by the nation’s seniors.

“The president has acknowledged the need for a Medicare prescription drug benefit as well as [the need] for a significant increase in funding for disease research conducted by the National Institutes of Health,” he said.

While Chafee said he will push for legislation that will create more comprehensive Medicare prescription drug benefits than the legislation proposed by the president, he warned the deficit created by the combination of the economic slowdown, the war on terrorism and last year’s tax cut will make enactment of any new spending programs more difficult to accomplish.

Meanwhile, programs under the Older Americans Act, are provided with less funding in Bush’s budget proposal than they were last year.

“Around the country, people are on waiting lists for meals-on-wheels programs and congregate meals programs,” said McSteen.

“There are state and local programs that need additional federal funds to counter the increasing problems of elder abuse. The administration’s funding request for these programs is woefully inadequate.”

Other federal programs get sliced and diced under the Bush administration’s FY 2003 budget, according to U.S. Rep. Patrick Kennedy, D-Rhode Island, who pointed to an 8 percent cut for the Centers for Disease Control and Prevention’s budget for chronic care.

The four-term Congressman and member of the House Aging Caucus said he finds this cut troubling due to the significant gains that have been made in efforts to prevent and treat diseases that effect an aging population.

With a growing number of families caring or loved ones with Alzheimer’s Disease, Kennedy said he strongly opposes the Bush administration’s axing of the Missing Alzheimer’s Disease Patient Alert Program, which helps protect and locate missing patients with the devastating disease.

The program has assisted in the return of more that 5,700 wanderers and increased its data base to 67,000 persons with Alzheimer’s,” said Kennedy. “It has succeeded in its many efforts on a budget of $ 898,000 in fiscal year 2002.”

While prescription drugs comes up a loser in the Bush budget, some aging initiatives are clearly on the White House’s radar screen.

Bush’s budget proposal provides about $ 3 billion in additional funds toward research and is the final installment in a five-year effort to double the size of the National Institute of Health budget, says McSteen. She said she believes increased federal funding would assist in “producing breakthroughs in the prevention, treatment, management of conditions associated with aging.”

The Administration’s budget also provides a personal exemption to home caretakers of family members and the funding of respite and direct care worker demonstration projects.

Now Bush’s Budget proposal moves to Congress, where a Republican-controlled House and Democratic Senate will make major revisions, ultimately hammering out a final road map to federal spending.

The funding of federal programs to meet the needs of older Americans is crucial as our nation’s population ages.

Furthermore, with an increasing federal budget deficit, Republican and Democratic lawmakers must not get tied down to partisan wrangling as they attempt to iron out differences in creating a Medicare benefit to make prescription rugs more affordable to seniors.

As the Congressional elections get closer, seniors will call for concrete legislative action, not political rhetoric or fancy words.

AARP Pushes Busch to Pull Rude Commercial

Published in the Pawtucket Times on July 23, 2001

Everyone knows that sex and humor are used every day to effectively advertise products, ranging from blue jeans, CDs, perfumes and colognes, to America’s youth. Now an advertising firm is seeking new outrageous ways to pitch beer for their Fortune 500 client.

Anheuser-Busch, Inc., the maker of Budweiser beer, is known for its fun and humorous commercials to sell Bud beer by using computer-generated talking lizards and young men yelling “Whassup.” But the Washington, D.C.-based AARP and senior advocates across the country found Anheuser-Busch’s new radio commercial using elder abuse to pitch its beer to be unacceptable. The nation’s largest senior advocacy group, representing 33 million older Americans, called the radio ad portraying a young woman abusing and exploiting her elderly infirmed husband, “offensive” stating that it just goes so far.

In “She Married Steven Buck Simpson,” a young woman gleefully talks about how she is physical, emotionally and financially abusing her frail elderly husband. Here’s the text for the commercial spot describing the abuse intergenerational relationship:

“Last year I married oil tycoon Steven Buck Simpson. He was 93. I was 22. And it was true love, hmm, or so I led him to believe until the wedding. After that, I fired his lawyer and cardiologist. I let his house insurance lapse, alienated him from his children, and sent him out for a walk so I could get freaky with the pool boy. Umm, I deflated the tires on his wheelchair, soaked his dentures in turpentine, and hid his oxygen.”

“Let’s see. I replaced his blood pressure medication with Red Hots, fed him high fat, high cholesterol foods. And finally, liquidated 100 percent of his assets into a Swiss bank account, dropped his dog King off at the pound, and left the country in his private jet, where I promptly renewed my membership in the Mile High Club.”

At this point a m  a states, “Ooh, ooh man that’s cold!” With the sound of a cap being popped off a beer bottle, an announcer responds, “But not as cold as Bud Ice. Ice brewed for a smooth crisp, refreshing taste. Bud Ice, there ain’t nothing colder. Anheuser-Bush.” Quite a way to sell a brand of beer.

When the commercial, playing in several markets, caught the attention of AARP the group’s president Esther Canja, wrote to CEO August A. Busch III of Anheuser-Bush, informing him of her disappointment that the beer company would “make light” of the very serious aging issue of elder abuse.

“Elder abuse is not a joking and your message to the contrary is most inappropriate.” Canja bluntly told the CEO noting that the incidence of elder abuse is increasing at an alarming rate. She cited a National Elder Abuse Incidence Study that estimated that 450,000 older persons are abused or exploited each year.

“While humor has its place, your ad goes to far,” Canja said, urging Busch to withdraw the offensive ad from the marketplace. “You certainly would not sponsor a commercial that portrays a parent physically abusing a child or even mistreating a family pet,” she added.

In Rhode Island, senior advocates were also incensed about Anheuser-Busch’s radio commercial. “This ad, which is so corrosive to the well-being and dignity of our seniors, crosses the boundary from humor to just plain bad taste,” Kathleen S. Connell, AARP Rhode Island director, told the Times. “I join AARP President Esther Canja in calling the company to scrap this piece of junk,” she said.

Adds Rhode Island Ombudsman Roberta Hawkins, of the Alliance for Better Long-Term Care, the Anheuser-Busch commercial is unacceptable.” The well-known Rhode Island senior advocate stated that elder abuse, although not publicly acknowledged by the media, is a widespread and a tragic problem. “If you spent your days the way we do listening to horrible situations just like the ones you think are so funny, your opinion of this commercial would change,” she added.

An e-mail writing campaign initiated by Bill Benson, a former deputy assistant secretary for aging at the U.S. Department of Health and Human Services and president of the Maryland-based Benson Consulting Group, during his July 13 Washington Radio Report, has finally caught the attention of the St. Louis, Mo-based beer company.

Benson e-mailed his weekly radio report, “This Bud’s Not for You” to hundreds of his colleagues informing them about the offensive commercial. Word spread like wildfire across the Internet. After numerous attempts to contact Anheuser-Busch, the company finally responded with a written statement. Bill Etling, a spokesperson for the company stated, “It is never our intention offend anyone with our advertising. Anheuser-Busch has discontinued use of this ad and has no plans to use it in the future.”

As the dust settles after Anheuser-Busch’s recent public relations fiasco. Benson hopes that the beer company will reexamine who they choose to write their advertising. “I am sure that they are clueless about how people would react. I bet you this is the last time that Anheuser-Busch uses radio advertising to take jabs at vulnerable seniors,” he says.

“It is clear that the combination of senior advocates and the use of the Internet to spark an e-mail writing campaign nipped Bud in the Bud,” Benson said.