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Reframing Aging Initiative

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Join us as we challenge the “conventional wisdom” on aging with the Reframing Aging Initiative — a long-term social change endeavor designed to improve the public’s understanding of what aging means and the many ways that older people contribute to our society.

Ultimately, this greater understanding will counter ageism and guide our nation’s approach to ensuring supportive policies and programs for us all as we move through the life course.

Read GSA's press release about the launch of the initiative.

Key Concepts: Why We Need This Work

While changing cultural perceptions is not easy, the alternative is to acquiesce to an unacceptable status quo that undermines our ability to build support for aging-friendly policies, necessary research investments, and the future of our every-generation-nation. Let’s change the 'conventional wisdom' on aging together.

—James C. Appleby, GSA CEO

Widespread misunderstanding about the aging process and lack of information about how older people contribute to society have led to pervasive ageism. Research by the FrameWorks Institute found that the public believes aging is synonymous with decline and dependency, and that the aging process is a battle to be fought.

Those of us in the field of aging know that “age is just a number” and that, with systems in place to support wellbeing in later life, our society can benefit from the longevity dividend offered by our aging population.

For a quick, two-minute overview of the key concepts behind the initiative, start with this interview of Julie Sweetland of FrameWorks Institute recorded at the IAGG World Congress hosted by GSA in 2017.

Read further to find out how you can change the conversation, be more persuasive, answer ageism, and influence public understanding to create a more just, inclusive, and age-friendly society.

Change the Conversation

 Reframing aging relies on tested strategies and evidence-informed tools that have been found to reduce implicit bias against older people.

  • Gaining Momentum:Learn how to reframe conversations about aging with this toolkit.

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Individuals: Learn more with the communications toolkit Gaining Momentum and the video series Reframing Aging and Ageism. Contact us with questions about resources, trainings, and technical assistance at This email address is being protected from spambots. You need JavaScript enabled to view it..

Aging Organizations: To learn about opportunities for workshops and presentations to your staff, board of directors, or conference attendees, please contact Project Manager Laurie G. Lindberg at This email address is being protected from spambots. You need JavaScript enabled to view it..

Funders: If you are a funder of aging programs and would like to become involved in this ground-breaking initiative, please write to Project Director Trish D’Antonio at This email address is being protected from spambots. You need JavaScript enabled to view it.. There are opportunities for local, regional, and national activities and programs.

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