The search is on for employers and individuals who are challenging ageism in employment.

Age Positive, the Department for Work and Pensions campaign aimed at stamping out age discrimination, is encouraging individuals and employers to enter the 2004 Age Positive Awards.

The Awards, held across England, Scotland and Wales, will recognise and reward individuals and employers tackling social prejudices about age.

The campaign, spearheaded by the Minister for Pensions, Malcolm Wicks, also aims to raise awareness of the UK’s changing demographics.

"The aim of any sensible employment strategy is to find the right employee for the job – regardless of one's age," says Malcolm Wicks. "All too often a birth date can stop someone getting the job they want and that isn't right. Ultimately, you can't put an age on true talent and businesses need to tackle age discrimination now to reap the rewards in the future."

Employer Champions of the campaign include organisations such as Eden Brown, Barclays, Encore Recruitment, Maturity Works and Third Age Challenge to name just a few.

Running for the fourth time, the Age Positive Awards invite entries in two categories:

• Employer category: Employers who can demonstrate that they have a positive attitude towards age diversity in their recruitment, training or development.

   

• Individual category: An individual who can demonstrate how they overcame age discrimination in getting a job or in making a career change.

  The closing date for entries is 21 May 2004 and an entry form can be obtained from http://www.hrzone.co.uk/redirects/age_positive.html