Reframing Aging Initiative Releases Video to Improve Communication about Aging

For Immediate Release
February 28, 2022

Contact: Todd Kluss
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The Reframing Aging Initiative (RAI), a long-term social change endeavor designed to improve the public’s understanding of aging and the ways that older people contribute to society, has released a 2.5 minute video, “Frame of Mind: The Why and How of Reframing Aging.” Advocates, teachers, and communicators who serve and care about older people will be able to use this educational tool, part of a series of three, to communicate more accurately about older people and the experience of aging.

“Research shows that eight in 10 people over age 50 say they have experienced ageism,” said RAI Project Director Patricia D’Antonio, BSPharm, MS, MBA, BCGP, the vice president for policy and professional affairs at The Gerontological Society of America (GSA). GSA leads the initiative on behalf of the 10-member Leaders of Aging Organizations (LAO) collaborative. “This new video provides a powerful resource to help us all use language that presents a more complete understanding of aging and reminds us of the many ways older people contribute to families, communities, and workplaces.”

This video is one of several resources available online from RAI, including the overview brief The Story of Reframing Aging and a Quick Start Guide with tips on themes to avoid and alternatives to advance. The website also houses the bimonthly newsletter Caravan, podcasts, and webinars.

“As the video shows, changing the way we talk can lead to changes in attitudes about aging,” said RAI Program Manager Laurie G. Lindberg. “Our goal is to demonstrate that aging is a natural part of living and to spark interest in learning more about how to tell a more complete story of aging. After all, later life is an important time for work, play, connection, and contribution.”

The LAO organizations are AARP, American Federation for Aging Research, American Geriatrics Society, American Society on Aging, Grantmakers in Aging, GSA, LeadingAge, National Council on Aging, National Hispanic Council on Aging, and USAging.

Support for the initiative comes from The John A. Hartford Foundation, Archstone Foundation, RRF Foundation for Aging, and The SCAN Foundation. Additional support is provided by E4 Center of Excellence for Behavioral Health Disparities in Aging, Endowment for Health New Hampshire, Fan Fox and Leslie R. Samuels Foundation, NextFifty Initiative, Point32Health Foundation, and San Antonio Area Foundation.


The Gerontological Society of America (GSA) is the nation's oldest and largest interdisciplinary organization devoted to research, education, and practice in the field of aging. The principal mission of the Society — and its 5,500+ members — is to advance the study of aging and disseminate information among scientists, decision makers, and the general public. GSA’s structure also includes a policy institute, the National Academy on an Aging Society.

The Reframing Aging Initiative is a 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. This greater understanding will reduce ageism and guide our nation’s approach to ensuring supportive policies and programs for us all as we move through the life course. Founded in 2012, the initiative promotes the use of proven communication strategies, such as words and concepts to advance and those to avoid, to tell a more balanced and accurate story of aging.

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