Prime Time has teamed up with the government's Age Positive project to help kick age discrimination into touch.

TODAY we throw down the gauntlet to local companies and individuals to challenge ageism, which affects one in five people in Wales.

Together with Age Positive, the Prime Time/South Wales Argus Awards scheme will salute those firms and individuals doing all they can to stamp out social prejudices about age in Wales.

Last time we ran the awards scheme, in 2004, First Stop Motorways won the company section for promoting a mixed age workforce.

Age Positive is the government campaign to end age discrimination at work.

The campaign has already gained the support of a whole host of Welsh celebrities such as actress Ruth Madoc and comic Owen Money.

The Age Positive Awards are the only awards in their field that recognise best practice on tackling age discrimination in employment, and winning gives businesses and individuals the opportunity to be recognised as the best in their region.

Both individual and company winners will receive their prize trophy and certificate at a national awards ceremony in London on May 10.

Age Positive and Prime Time are calling for entries in two categories:

Employer Category: Employers who can demonstrate that they have a positive attitude towards age diversity in their recruitment, training and development.

Individual Category: An individual who can demonstrate how they overcame age discrimination in getting a job or making a career change.

An independent panel will judge the awards, with members represented across England, Scotland and Wales.

Send in your entries and help beat curse of ageism

If you know of a company or an individual who can demonstrate commitment to age diversity, or which has proved that age is irrelevant, send in your nominations now. For an official entry form visit www.agepositive.gov or contact Melissa Adams on 02920 487 385.

Once you have filled in the official form send it to: Melissa Adams Geronimo Communications The Old Convent The Walk Cardiff CF24 3AG or email Melissa.adams@geronimocommunications.com

The closing date for entries is April 14, 2006. All winners will be notified by April 28, 2006

John Humphrys.

I feel as passionate about my job now as I did 30 years ago. I'd always intended to start taking it a bit easier when I hit 50, but I didn't. Employers who ignore the wealth of experience shared by older workers are making a big mistake.They should be grabbing it with both hands

Ruth Madoc

I think it's tragic that employers today are still discriminating against people based on age and not taking into account the very valuable wealth of experience and knowledge these people have to offer. It's a lot of wasted resource. I hope that the Age Positive campaign achieves its aim.

Owen Money

Throughout my career, from musician in the 60s to comedian in the 70s and 80s to having my own show in 2005 - age has never been an issue. I hope to work on until a ripe age and other people should also be given the chance to do so.