The Respect Older People: Call it Out campaign launched on Thursday and will run on metropolitan and regional television and radio over the coming month.

Respect Victoria chief executive Tracey Gaudry said COVID-19 had created unique challenges for older people and Respect Victoria anticipated a rise in reports of elder abuse.

"Elder abuse is still very much a hidden form of abuse, and we are working hard to change that," she said.

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Elder abuse can be financial, physical, emotional, psychological, social or sexual abuse of older people as well as neglect.

Data shows 91 per cent of abuse experienced by older people in Victoria is committed by a family member, often an adult child.

Ms Gaudry said older women experienced elder abuse at a significantly higher rate than older men.

"This is particularly concerning given the impacts of the COVID-19 pandemic in terms of social and economic fallout on women," she said.

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Many older people are facing increased physical and social isolation due to COVID-19 restrictions.

Ms Gaudry said increasing numbers of adult children were moving home to live with older relatives or seeking financial support from them during this time.

"Respect Victoria is particularly concerned about financial abuse as Victorians grapple with the economic fallout of the COVID-19 pandemic," she said.

"Financial abuse is one of the most common forms of elder abuse, and happens when someone uses a trusted relationship with an older person to take advantage of them financially."

Examples of financial abuse include stealing money, using credit cards and bank cards without permission, or coercing an older person to change their will.

Ms Gaudry said financial abuse often started out as something that seemed quite small, like borrowing a bit of money, or using money to buy groceries for the older person and keeping the change but could then escalate.

"Financial abuse can go hand-in-hand with emotional and social abuse," she said.

"Respect Victoria is also concerned about ageism, which is a form of discrimination based on age.

"It is one of the biggest drivers of elder abuse, so it's important that as a community we stay connected to the older people in our lives and ensure that they retain agency."

Respect Victoria is calling on all community members to learn the signs of elder abuse and take action if they see, hear or experience it.

Taking action can be as simple as starting a conversation with an older relative, or checking in on an older neighbour.

It might mean calling a support service like Seniors Rights Victoria on 1300 368 821 for advice for yourself or a loved one.

Statistics show almost 20 per cent of Ballarat's population is over 65, a high number of people compared to the rest of the state.

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