Ending Ageism Together

Changing the Narrative is a strategic communications and awareness campaign to increase understanding of ageism and to shift how Coloradans think about aging. Find out more about our campaigns and ways to get involved in ending ageism.

Learn about ageism, the business case for older workers, the power of intergenerational relationships and much more on our blog.

Why is changing the narrative and reframing aging important?

Like people across the country and world, Coloradans are living longer and healthier lives. Yet national research conducted by FrameWorks Institute over the last three years shows that aging is misunderstood in America, and ageist and negative stereotypes about older people abound.

By marginalizing older people and minimizing their contributions, ageist attitudes and stereotypes harm not only older people but also our communities, which fail to benefit from the build up of experience and insights that all of us acquire as we age.

Can we do something about it? Yes, we can! Groundbreaking research by FrameWorks Institute showed that it is possible to shift how people think through “reframing” aging and ageism.

By changing the way that people talk and think about aging and ageism, Changing the Narrative will be setting the foundation for more productive policies and practices across our state that leverage the strengths and talents of older people, and systems that support wellbeing for all of us as we age.

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How are we going to change the narrative about aging?

Training & Technical Assistance

Changing the Narrative will train advocates, policymakers and other influencers of all ages in using evidence-based, cutting edge communications tools and messages developed by FrameWorks Institute, and tailored for Colorado audiences.

Media Campaigns

Through blogging, opinion pieces, letters to the editor, targeted stories, social media and other platforms, Changing the Narrative will extend the reach of our communications and messages to diverse audiences across the state.

Change AGEnts

A core strategy of the Initiative is the use of Change AGEnts. Change AGEnts are trained volunteers who will “call-in” ageism, educate their networks in reframing aging, and recognize individuals and organizations that are advancing a positive view of aging and eliminating ageist practices. Training is done in Reframing Aging workshops.

All of YOU

The more people learn about changing the narrative and reframing aging and share what they’ve learned with friends, neighbors and colleagues, the faster we will make progress toward our goal: Ending Ageism. Together.