Public Service Announcements

Adult Protective Services - Public Service Announcements!

Protecting and supporting older and disabled adults is at the heart of the Human Services Department's Adult Protective Services (APS) and In-Home Support Services (IHSS) work. Learn more and educate others about the work APS and IHSS do to provide various services that keep older and disabled adults safe by watching and sharing our educational "PSA" videos, which are included in the informational PSA drop-down boxes below.

To turn on closed caption for any of our PSA videos, click the button in the lower right-hand corner of each linked video.

If you suspect an older or disabled adult is at risk of any form of abuse or neglect, there are ways you can take action to protect them, such as reporting cases to Adult Protective Services (APS) or local law enforcement. Learn more about the forms of abuse and neglect older and disabled adults may experience, in the "Elder Abuse Awareness Month" drop down below.

Thank you for caring about older and disabled adults!

Each year locations across the globe observe June as Elder Abuse Awareness Month. This was driven in large part when the International Network for the Prevention of Elder Abuse and the World Health Organization established World Elder Abuse Awareness Day on June 15, 2006. It later gained official recognition from the United Nations General Assembly in 2011. Established to shed light on an issue historically hidden and often treated as a private matter, goals for observing Elder Abuse Awareness Month include:

Educating decision-makers and the public on the various forms of elder abuse, including physical, psychological, sexual, and financial exploitation, as well as intentional or unintentional neglect,
Preventing exploitation by combating the growing problem of scams and financial fraud targeting older adults, and
Advocating for the dignity of older adults by encouraging communities, local governments, and international organizations to promote safety, support victims, and treat older adults with dignity.

With more than 64,300 residents age 60 or older, older adults represent 24 percent of Santa Cruz County’s population - a figure expected to grow to nearly 30 percent by 2030. Between July 1, 2024, and June 30, 2025, the County received more than 2,100 reports of elder abuse. However, despite its prevalence, elder abuse is widely underreported. Elder abuse is preventable, and together, we can help stop elder abuse by recognizing the warning signs and reporting suspected abuse, neglect, or exploitation when we suspect it may be taking place. If you believe a loved one, friend, or neighbor may be at risk, confidential help is available. Contact Santa Cruz County Adult Protective Services at (831) 454-4101.

LEARN MORE - California Works to Prevent Elder Abuse

Video in English:	Video in Spanish:

LEARN MORE! County HSD Press Release on Elder Abuse Awareness Month:

• In English: June is Elder Abuse Awareness Month

• In Spanish: Junio Es El Mes De Concienciación Sobre El Maltrato a Personas Mayores

JOIN THE MOVEMENT! Every jurisdiction in Santa Cruz County proclaims June as Elder Abuse Awareness Month:

• County of Santa Cruz PROCLAMATION

• City of Capitola PROCLAMATION

• City of Santa Cruz PROCLAMATION

• City of Scotts Valley PROCLAMATION

• City of Watsonville PROCLAMATION

For many people, safety doesn’t come from a system — it comes from someone who shows up. Meet Erika, an In-Home Support Services (IHSS) worker helping older adults and people with disabilities stay independent and safe in their own homes. From everyday tasks to meaningful companionship, IHSS workers play a vital role in protecting and supporting our community. IHSS workers choose their own schedules, work one-on-one with clients and make a real difference every day. Positions are available! Interested in becoming an IHSS worker or learning more? CLICK HERE to learn more.

Santa Cruz County Adult and Long Term Care (ALTC) case management helps individuals stay healthy and independent. With support from ALTC's case management team, Michael was able to regain control of his health, stop drinking, and begin rebuilding his life — one step at a time. From medical care to home safety and caring support, the team was there through every stage of his journey. Michael’s story is a reminder that consistent care and connection can make lasting change possible.

Rafael enfrentó desafíos relacionados con su salud y bienestar. El apoyo del equipo de Gestión de Casos para Adultos y a Largo Plazo del Condado de Santa Cruz le permitió sobrellevar su tratamiento contra el cáncer, manejar la ansiedad y recuperar la confianza para asistir a sus citas médicas por su cuenta. Al mismo tiempo, su equipo de atención ayudó a Rafael y a su familia a encontrar una vivienda estable a través del programa Home Safe: consiguieron un apartamento, coordinaron el contrato de arrendamiento y se aseguraron de que tuvieran todo lo necesario para comenzar de nuevo. La historia de Rafael es un poderoso recordatorio: aceptar ayuda puede cambiar su vida. El servicio de Gestión de Casos para Adultos y a Largo Plazo del Condado de Santa Cruz ayuda a las personas a mantenerse sanas e independientes.

When older adults experience a crisis, whether due to abuse by another person or because they are having difficulties caring for themselves, they may not know who to go to for help. They may be ashamed, fearful of government workers, or worried they will lose their independence. The truth is, Adult Protective Services is a voluntary program that older adults can choose to participate in or not. APS social workers will offer support, provide resources and advocacy, and encourage older adults to have what they need to reduce their risk and enhance their safety.

Romance scams occur when an individual creates a fake profile with the intention to gain a victim’s affection and trust. Scammers may seem genuine, caring, and believable. Once trust in gained, scammers will make up stories and start to ask for money. They may even propose marriage and make plans to meet in person which never happens.

Adult Protective Services works in collaboration with the District Attorney’s office who is committed to prosecuting crimes committed against seniors and dependent adults. The District Attorney’s office also works with law enforcement agencies to pursue these types of crimes. Financial Abuse cases can be devastating to the victim and are frequently traced to family members, trusted friends, caregivers, and individuals falsely representing companies such as banks.

When a senior or dependent adult is living in a way that puts their health and safety at risk or jeopardizes their physical, emotional and mental health, it can greatly impact their overall well-being. Self-neglect is the most common type of call received by Adult Protective Services. This could include concerns such as missed doctor appointments or frequent ER visits, weight loss, hoarding, unpaid bills, or when caregiving needs exceed the individual’s capacity. When Adult Protective Services becomes involved, the goal is to maintain the safety, health and independence of the individual (Rathbone-McCuan, 2014; NAPSA, n.d.a).

Senior couple shaking hands with a man in business suit

Elder financial abuse occurs when an older adult is financially exploited by friends, family members, caregivers, or individuals falsely representing companies, banks, etc. such as internet or phone scams. This type of abuse can leave seniors penniless after decades of hard work to save money. The long-term consequences of elder financial exploitation can be devastating. Elders experiencing financial abuse may lose their entire life savings and no longer be able to afford rent, care, or basic living expenses.