Changing the Narrative is a national initiative to end ageism, using evidence-based strategies, strategic communications and innovative public-facing campaigns.

Our strategies align with the World Health Organization’s three strategies to reduce ageism: education; intergenerational connection; and policy and law.

Our vision is a world without ageism—one where the strengths and contributions of people of all ages are honored and appreciated, with public policies in place to ensure that all of us can thrive at any age. That’s our vision, and one increasingly shared by many across the world.

See our About Us page for more and explore the website for resources for ending ageism.

Imagine a World Without Aging - 2023 banner

A shared vision of a World Without Ageism, co-created by a group of people from across the US and beyond during our December 2022 coffee chat. Graphic recording by Sue Fody. Feel free to use the graphic in your own materials. DOWNLOAD the full-size print version here!

Changing the Narrative – Ending Ageism Together

Who we are

Changing the Narrative is an initiative to end ageism, using evidence-based strategies, strategic communications and innovative public-facing campaigns.

What we do

Educate, Motivate, Activate, Advocate

What do we mean by evidence-based strategies?

Our strategies align with the World Health Organization’s three strategies to reduce ageism: education; intergenerational connection; and policy and law.

Vision

Imagine a world without ageism—one where the strengths and contributions of people of all ages are honored and appreciated, with public policies in place to ensure that all of us can thrive at any age. That’s our vision, and one increasingly shared by many across the world.

 

Our Values

Community Leadership

We believe that, in the words of civil rights leader Grace Lee Boggs, we are the leaders that we are waiting for. While informed by research, our work has been shaped by listening to the voices of older adults.

Co-generation

We believe that it will take all generations, all identities, all zip codes to end ageism. We’ve developed toolkits for intergenerational conversations, and all of our work emphasizes how ageism affects younger people as well as older adults.

Innovation
Our work is based on the latest research on ageism, as well as the suggestions and challenges we hear from people on the ground. We believe in field-testing, keeping what works and learning from what didn’t. Changing the Narrative’s work is now embedded in the work of the thousands we have trained across the world, as well as through partnerships with other organizations.
Reframing

We believe in the principles of reframing and in calling people in, not out. It’s always “we” not “you”. The goal is to come together with new, inclusive, and realistic stories about aging and to do that we have to listen and learn, as well as challenge stereotypes and assumptions.

Action

We believe it’s not sufficient to raise awareness of an issue; we need to motivate and activate people to take action. We make calls for action in all of our programs, and more important, we create concrete, actionable tools for people to do so, like our Guidelines for Age-Inclusive Communications and our “Speak Up” charts.

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