The fight to end elder abuse has a new advocate: Hollywood star Mickey Rooney.

However, according to Valley Social Services, elder abuse also has a new face: financial exploitation.

"We're seeing many more reports, especially with the downturn in the economy, the number of financial exploitation cases have gone up," says Adult Protective Services Supervisor Nicole Medina.

Director of the Waynesboro Senior Center Janice Gentry says financial exploitation is not limited to scams. Family members are sometimes guilty of abusing the bank accounts of elderly relatives.

"They give, and they give and they give, but it ends up harming them, and they can't take care of their own financial needs at that point," explains Gentry.

As with Rooney, physical abuse does still occur in the Valley, and social workers hope that hearing his story will inspire others.

"Someone who may be being abused right now may come forward and say, 'Hey, if it happened to Mickey Rooney, and it's happening to me, then I feel empowered to be able to call and get some help,'" says Medina.

In addition to ending abuse, as the nation's population continues to age, Gentry says recognizing what elders have to offer society is a big part of respect for seniors.

"It's important for people to stop looking at seniors as always receiving services and start recognizing the fact that they have a lot to offer and can help be providers of services and volunteerism," comments Gentry.

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