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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 and follow us on Twitter @ReframingAging.

Webinar: Reframing Aging in the Age of Covid-19: A Primer for Health Care Professionals

Wednesday, August 12, 2020

As healthcare professionals working on the frontlines of the Covid-19 pandemic, you are confronted daily with communication choices. Research by the FrameWorks Institute on aging and ageism shows that words matter. This webinar presented by the Reframing Aging Initiative will cover four ideas to keep in mind when talking about older people and health equity in health care settings during the pandemic.

Presented by:

Webinar: "Reframing the Response to COVID-19: Applying Reframed Language to Counteract Ageism"

April 21, 2020

Many of us are concerned by the ageism exposed by the COVID-19 pandemic. In this webinar, the presenters offer ways that we can respond using empirically-supported narratives developed by the FrameWorks Institute for the Reframing Aging Initiative and other projects to frame the public discourse on social and scientific issues. Review the webinar and slides to learn strategies for connecting COVID-19 and aging without perpetuating ageist tropes.

Presented by:

Why Reframe? Understanding the Significance and Tools of Reframing Aging and Reframing Elder Abuse

April 30, 2020

The Reframing Aging Initiative is a long-term social endeavor designed to improve the public’s understanding of what aging means and the many ways that older people contribute to society. Its sister project, Reframing Elder Abuse, aims to demonstrate how we can put elder abuse on the public agenda, generate a sense of collective responsibility, and boost support for systemic solutions to address elder abuse. This webinar will build understanding of both projects, discuss where they overlap, and build awareness about the impact of ageism on society.

Presented by:

  • Patricia M. D'Antonio, BSPharm, MS, MBA, BCGP, Vice President, Professional Affairs, GSA, and Project Director, Reframing Aging Initiative
  • Laurie Gibson Lindberg, Project Manager, Reframing Aging Initiative, GSA
  • Aly Neumann,Project Coordinator, Reframing Elder Abuse, NCEA

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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