A CAMPAIGN in York and North Yorkshire to eradicate prejudice among employers when it comes to recruiting older people is set to lead the way in Britain.

Good bosses and other organisations in the region are rallying at a February conference being organised in York to fine-tune battle plans to help people aged 35-plus in the region back to work.

Minister for Work, Nick Brown, has been asked to address the gathering - which is hoped will spearhead a national movement to get employers' good practices ready before they are imposed by new European legislation being phased in over three years from 2003. A city centre venue for the conference is being finalised.

On the agenda will be ways of creating incentives for employers, training, principles of good practice and ways in which older people can fill the skills shortage gaps in the area.

Already pledges of support have come from numerous big hitters, including the York and North Yorkshire Chamber of Commerce, the area's Business Link, York Inward Investment Board, Science City York and Yorkshire Forward.

The campaign was sparked off when an Age Diversity Forum, organised by North Yorkshire Employment Service at the Friends Meeting House, York, last month had an unexpectedly massive response.

Nigel Pendleton, the quality and equality manager for the York and North Yorkshire District Employment Service was pleasantly shocked when about 80 delegates turned up. He said: "It was clear that there was a massive will to fight ageism. Everyone seemed determined to tackle a situation in which 49.6 per cent of unemployed people in our area are aged 35 or over and of those who are long-term unemployed 63 per cent are aged 45-plus.

The campaign has received the backing of Lawrence Mamhood, project executive for the Government's newly-formed Department of Work and Pensions. "He is really keen to make York and North Yorkshire a focal point for national change," said Mr Pendleton.

Employers interested in attending the gathering should contact Mr Pendleton at 01904 882030.