For many Western Australians, turning 65 marks a milestone, they have long anticipated - receiving their WA Seniors Card. More than just a card, it represents recognition, independence and a sense of belonging. To appreciate the significance of the WA Senior’s Card today, it’s worth reflecting on its origins. The card emerged from grassroots advocacy and the belief that older Western Australians deserved greater recognition and stronger support.

A voice for seniors: early advocacy taking shape

By the mid-1980s, seniors, particularly those transitioning into retirement or self-funding their later years, called for a simple way to be recognised in the community. Many felt they were missing out on the same courtesies, concessions and recognition extended to pensioners.

Fred Carden, a retired schoolteacher, former RAAF serviceman and founder of the Senior Citizens Concessions Committee – gave voice to this concern. In a letter to The West Australian, Carden highlighted the challenges self-funded retirees faced in being recognised as seniors. His words resonated with Michael Devereux, Chair of the Labor Party’s Aged Policy Group. Together, Carden and Devereux gathered data, built a case for retirees and presented it directly to the Government, which was already developing an aged-care policy. Devereux later spoke at the Labor Party's Biannual Conference, where the idea of a senior’s card received support from more than 300 delegates.

Momentum also grew within the wider community. During Western Australia’s first Seniors’ Week in 1987, then Minister for the Aged, the Hon. Kay Hallahan, saw firsthand how non-pensioner seniors were being unintentionally overlooked. While the week aimed to celebrate the contributions of older Western Australians, non-pensioner seniors feel excluded, frustrated by the lack of simple way to identify themselves as seniors to access age-based discounts and community recognition.

A clear, community-driven message emerged; seniors wanted an identification card that acknowledged their place in the community and ensured they could access the same benefits and respect as pensioners.

Government action and early challenges

Kay Hallahan played a pivotal role in the creation of the WA Seniors Card. She recognised the growing call for fairness and worked to bridge the divide between self-funded retirees and pensioners. Reflecting on this period, Hallahan praised the seniors who brought the issue to her attention, ‘They were very fine men, and they were very passionate… they were being very reasonable actually.’

On 24 April 1987, supported by a small group within Government, Minister Hallahan issued a press release announcing that an identification card for seniors would be introduced by Seniors Week in 1988. The announcement generated immediate interest. At the following Monday’s Cabinet meeting, Premier Brian Burke addressed Hallahan directly, a moment she recalls with warmth and humour, “He looked across the cabinet meeting, and he said, ‘Kay, next time you have a really good idea, do you think you could bring it to a cabinet meeting first?’ Well, I just put my hand over my head, Oh my God!’.

Later that year, Cabinet formally endorsed the WA Seniors Card as part of the State Budget Family Package, allocating $100,000 to establish an identification system to help seniors access private-sector concessions. Not everyone within Government was convinced, however. An internal report predicted only 25,000 applications and argued that many potential recipients were ‘well off’. Fred Carden and Michael Devereux challenged the report, and advertisements placed in The West Australian drew an overwhelmingly positive public response.

When Government proceeded, public enthusiasm quickly exceeded available resources. Mailbags of applications flooded the Bureau of the Aged creating an overwhelming workload. Kay Hallahan later recalled she had ‘never seen such an under-resourced exercise’, recalling staff and volunteers processing forms from their kitchen tables as the office overflowed with mail. Despite the challenges, applications were handled, and soon the first WA Seniors Card was ready to be issued.

Hallahan’s leadership laid the groundwork for a program that would eventually be adopted nationwide. Her significant contribution to older Western Australians, alongside her broader advocacy for children and women was recognised in 2002 when she was appointed an Officer of the Order of Australia.

By early 1988, the dedication of ministers, advocates, volunteers and seniors themselves had brought the long-held vision to life. The stage was set for a historic moment, the official launch of the WA Seniors Card.

Launch of the WA Seniors Card

On 19 April 1988, then Premier Peter Dowding officially launched the WA Seniors Card at the Maylands Autumn Centre. The first card was presented to Mrs Laurel Cheverton, Secretary of the Maylands Autumn Centre. The white plastic card featured black print and gold foil for the Government crest. Its front carried a simple but powerful message:

The holder is a valued member of our community. Please extend every courtesy and assistance.

According to Trevor Lee, Director of the Bureau for the Aged, many seniors found this simple message even more meaningful than the card itself.

An evolving program

The program grew rapidly. Less than six months after its launch, the WA Seniors Card issued its 50,000th card and introduced its first Government concessions through Transperth and Westrail.

By 1990, more than 300 private businesses were offering discounts through the program. Beyond serving as a symbol of community and a vital identifier for both pensioners and self-funded retirees, the WA Seniors Card had become a gateway to an expanding range of benefits, from discounted cultural attractions and leisure activities to essential service rebates and dining offers.

As more businesses joined the program, the need for a simple way for seniors to find available discounts became clear. In late 1990, Premier Lawrence launched the first WA Seniors Card Discount Directory, giving seniors an easy way to identify valuable offers across Western Australia.

A legacy built by community

Western Australia set a national benchmark and by 1999, every state and territory had adopted their own version of a seniors card. Today, almost 40 years later, with more than 420,000 members, the WA Seniors Card continues to honour older Western Australians; recognising their contributions, supporting their independence, and celebrating the important role they play in our community.

The story of the WA Seniors Card is shows how standing up for what you believe in and coming together as a community can create lasting change. What began with everyday Western Australians speaking out for fairness through letters, conversations, and advocacy grew into a program that now supports hundreds of thousands of people.

We’d love to hear your memories of the early days of the WA Seniors Card and what the program has meant to you over the years. Please share your stories by emailing us at info@seniorscard.wa.gov.au.