The movement to end ageism is growing. This is the historical site for Changing the Narrative, one of the first nationwide initiatives to end ageism, founded in 2018. Changing the Narrative’s work is now embedded in other organizations and the thousands of people we have trained across the world. We’re proud that the work we initiated will go on at a bigger scale.

Explore this site to learn more. The site contains a rich set of resources, including discussion toolkits, guides on how to take action in specific ways, and deep dives into related topics in the blog and campaign material. Check out our 5-Year and 2023 Reports below!

Inquiries are checked infrequently, but you can reach us at To find ongoing efforts, please see the contact information below.

2023 was a big year!

  • We became a campaign of Next50, advancing our mutual interests in ending ageism.
  • Nearly 10,000 participated in one or more of our workshops, and we created 9 new workshops.
  • We trained 250 people across the U.S. and beyond to deliver training in their own communities and organizations in reframing aging, ending ageism, age-inclusive healthcare, and the business case for older workers and intergenerational teams.
  • Sky Bergman joined us for a conversation about her film Lives Well Lived, and Margaret Morganroth Gullette joined us for a discussion of the topic of her upcoming book, American Eldercide.
  • Through monthly coffee chats, activists helped to develop a powerful vision for a world without ageism, and connected with others working to end ageism (and we partnered with 27 organizations this year).
  • We presented and keynoted at conferences all over the U.S., including American Society on Aging’s conference in Atlanta, and the CWI Labs’ EquitySummit2023 in D.C.
  • In collaboration with The Bell Policy Center, Colorado Center for Aging, University of Colorado Anschutz Medical Campus Multidisciplinary Center on Aging, AARP Colorado and others, secured passage of SB23-58 in Colorado, banning age and graduation dates from initial job applications.

And so much more!

Changing the Narrative 2023 summary infographic


Connect with Janine

Janine Vanderburg is continuing her work in a different forum: Encore Roadmap, including offering workshops on ageism, reframing aging and the business case for older workers and intergenerational teams. Ways to connect with Janine:
Sign up for emails from Janine
Follow Janine on LinkedIn
Subscribe to Janine’s Encore Roadmap LinkedIn newsletter
Book Janine to speak or to facilitate a workshop


Connect with Kris

Kris Geerken – A passionate advocate for age-inclusivity, Kris developed the Age-Friendly Healthcare initiative, including production of the video, Antidotes for Ageism & self-directed discussion guide. She also led Changing the Narrative’s intergenerational conversation campaign, including a PBS series and conversation toolkit. She is an Adjunct Instructor at Metropolitan State University of Denver teaching on Aging and Society.


Connect with Sara

Sara Breindel – Sara completed one of the first Reframing Aging workshops from Changing the Narrative in 2018 and joined Changing the Narrative 2019. Her contributions include overseeing communications and content, event management, campaign management and strategy. She consults on age-friendly communications and strategy.

Changing the Narrative’s general email address: (checked weekly)

On-Demand Training

Changing the Narrative’s workshops will soon be a part of the American Society on Aging’s On Aging Institute. Stay tuned for more details later in 2024.

Anti-Ageist Birthday Cards

Follow the latest efforts from Better Birthdays.


Changing the Narrative began in 2018 with training people in reframing aging. The words we use and the stories we tell reflect and influence our beliefs. The response was overwhelmingly positive and we gave over 40 seminars in person that year.

Through this, we also began learning that this was just the start.

People told us of workplace age discrimination. We learned that most of us do not have intergenerational relationships outside our family. We saw clearly how ageism impacts our health and even survival.

There are three research-proven solutions to ageism: education, intergenerational connections and policy change. We dug into all three, using strategic communications to reach people.

This led to new campaigns and workshops that provide the background and tools we need to understand ageism and do something about it – in our workplaces, our healthcare and society in general.

Changing the Narrative has reached people across the country and world through social media and earned media with campaigns like our Anti-Ageist Birthday Cards and Guidelines for Age-Friendly Communications. Our Intergenerational Conversation Toolkit and movie Antidotes for Ageism have been downloaded hundreds of times. We co-founded the Older Worker Policy Collaborative in Colorado which recently celebrated the passage of the Job Application Fairness Act.

In 2024, Changing the Narrative is exploring a partnership with the American Society on Aging as part of their new On Aging Institute, including collaborations to end ageism across a range of industries from graphic design to healthcare.

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