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.

Sign up to stay up to date about our campaigns and ways to get involved in ending ageism.




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
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.
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. See how to make a difference at our Ageism Activism Center.

Your support makes our work possible.

Donate Today

Skip to content