This week, easyJet Europe's leading low cost airline launched a campaign to defy the ageist tradition that has festered for to long in the airline industry - The stereotype that all cabin crew should be young, gorgeous, trolley dollies. Cabin crew are not just onboard to serve passengers drinks, theirs is an essential role to ensure the safety and security of passengers, whilst making the flight an enjoyable experience. In true easyJet style, to push the boundaries of the air travel industry, the low cost airline is now targeting more mature, male and female applicants to try out for the role of easyJet cabin crew.

easyJet are looking for 300 cabin crew this year, and over 1000 next year, with or without previous airline experience. easyJet is an innovative company, so we look for an open attitude, and professional manner in our personnel. But the more mature person has so much to offer as they have more life experiences, have acquired communication, and team working skills, usually command more respect, and providing they are young at heart, we don't care how old they are.

Many other airlines in the industry sadly do not see the potential in mature staff, BA retire many at 55 years old, Virgin will not consider applicants over the age of 33. easyJet have seen an increase in applications from crew, who have joined us after been forced out of BA, with many more years of good service still to offer. The role of cabin crew is often perceived as a glamorous and prestigious job, and certainly a sense of adventure is needed. But often the responsibilities, professionalism, dedication and energy that is required is not appreciated. But it is not only the young and beautiful that have these abilities. easyJet want to dispel the image of the trolley dolly, we want real people, that passengers can relate to and respect, and can take the company forward.

Last year two BA cabin crew aged 54 and 55 were so concerned about the unfairness of the early retirement rule, they petitioned 68 year old Lord Marshall during a shareholders annual meeting,and forwarded over 8500 signatures to Tony Blair. But it appears little will be done in the industry until European Legislation will come into effect in 2006. At easyJet retirement age is 60, for cabin crew and office staff alike.

Ray Webster Chief Executive said 'It is astonishing that in this day and age, that highly qualified and talented individuals are penalised just because of their age. The older generation have great potential, in my experience the best person to soothe a nervous flyer, is an someone with experience that only life and maturity can bring. Air travel is a much more relaxed affair these days, with a focus on safety, comfort and customer service and with easyJet there can still be a new career even later on in life.

Help the Aged are supporting easyJet's anti ageism campaign, for a quote please call Andrea Lane 0207 2391937 andrea.lane@helptheaged.org.uk.

For more information on the easyJet campaign or if you would like to interview the face of the campaign 49 year old cabin crew trainer Pauline Mors, please call Samantha Day at the easyJet press office 01582 52 52 52

The face of our Campaign Pauline Mors from Liverpool , joined easyJet at the age of 45, had no previous experience, was in fact an estate agent. She soon progressed to senior cabin crew and went on to become a trainer. She is the perfect example that you can start a new career later in life.