Who we are
Based in Colorado, Changing the Narrative is the leading effort in the U.S. to change the way people think, talk and act about aging and ageism through evidence-based strategies and innovative public campaigns. Our end game? To end ageism—prejudice, stereotyping and discrimination based on age—in all its forms.
Our strategies include:
Community education and organizing
We offer workshops and presentations on:
- Ending ageism (what ageism is, how it manifests, and what we can do to address it)
- The business case for older workers and intergenerational teams (offered to employers and workforce development centers, as well as other organizations seeking to employ older adults)
- Ageism in healthcare, and how to make healthcare more age-friendly (for audiences of older adults, and current and aspiring healthcare professionals
Narrative change (reframing aging)
We provide training and technical assistance on reframing aging, evidence-based communications to increase public support for the kind of policies, practices and funding required as our population ages. Geared toward media, policymakers and those working with and on behalf of older adults, the workshops are based on the research conducted by the Frameworks Institute.
Want a shortcut? Download our Guidelines for Age-Inclusive Communications.
Policy research and advocacy
We partner with other organizations to advocate for policies that will benefit older adults, e.g., strengthening age discrimination laws and ensuring that older adults are including in workforce training and development programs.
We sponsor specialized campaigns to increase awareness of ageism in various spheres, including popular culture. E.g., our Anti-ageist birthday card campaign hired Colorado artists to create birthday cards that celebrate aging instead of those awful ageist birthday cards that reinforce stereotypes. You can read more and SHOP the cards here.