Ending Ageism Together
Changing the Narrative is a strategic communications and awareness campaign to increase understanding of ageism and to change how people think, talk, and act about aging and ageism.
Ageism is in our minds and our institutions – and it impacts our health, our ability to work and our economy. The good news is that there are things we can all do about it.
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Celebrate Age!
The 2023 Cards are here
Guidelines for Age-Inclusive Communication
Why is changing the narrative and reframing aging important?
Because ending ageism is important. People across the United States and the world 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, ageism harms us all, as individuals and communities. 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. We can all participate in ending ageism.
By changing the way that people talk and think about aging, Changing the Narrative is setting the foundation for policies and practices that leverage the strengths and talents of older people, and systems that support wellbeing for all of us as we age.
How are we changing the narrative about aging?
Media Campaigns
Through public speaking, trainings, blogging, opinion pieces, letters to the editor, earned media, social media and other platforms, Changing the Narrative will extend the reach of our messages to diverse audiences across the country. See our campaigns on Age-Friendly Healthcare, the Age-Friendly Workplace Initiative, Anti-Ageist Birthday Cards, and intergenerational conversations: On the same pAGE.
Training & Technical Assistance
Change AGEnts
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. See how to make a difference at our Ageism Activism Center.
