Eight national aging-focused organizations have formed an unprecedented partnership to create a better public understanding of older adults’ needs and contributions to society—and to use communications and outreach to drive a more informed conversation about aging and its implications for our communities.

FrameWorks is the research partner for the Reframing Aging Project, an initiative of the Leaders of Aging Organizations (AARP, the American Federation for Aging Research, the American Geriatrics Society, the American Society on Aging, the Gerontological Society of America, Grantmakers in Aging, the National Council on Aging, and the National Hispanic Council on Aging.) Together they represent and have direct access to millions of older adults and thousands of individuals working in aging-related professions.

Funding for the initiative has been provided by AARP, Archstone Foundation, The Atlantic Philanthropies, Endowment for Health, Fan Fox and Leslie R. Samuels Foundation, The John A. Hartford Foundation, The Retirement Research Foundation, Rose Community Foundation, and The SCAN Foundation. The project is managed by Laura Robbins of Laura A. Robbins Consulting, LLC.

You can join the conversation on Twitter at #ReFramingAging.


Gaining Momentum: A Communications Toolkit (2017). This collection of research and resources equips advocates in the aging services sector to change perceptions about what it means for America to get older.

Frame Brief: Framing Strategies to Advance Aging and Address Ageism as Policy Issues (2017). This summary of major findings and recommendations offers a brief, lively guide to an evidence-based approach to reframing aging.

The Pernicious Problem of Ageism (2015): A special issue of Generations, the journal of the American Society on Aging, explores the importance of framing in addressing the pressing issue of ageism in America and features articles from FrameWorks researchers.


Gauging Aging: Mapping the Gaps Between Expert and Public Understandings of Aging in America (2015) (PDF). This comparison of public and expert thinking on aging identifies perceptual challenges in building broad support for policies and programs that promote the well-being of older adults.

Aging, Agency, and Attribution of Responsibility: Shifting Public Discourse about Older Adults (2015) (PDF). What stories do people have access to when they think about aging? This systematic analysis compares media and advocacy organizations’ narratives about aging and older adults. It identifies six narratives that currently dominate the conversation, and points to promising opportunities for reframing public discourse.

Finding the Frame: An Empirical Approach to Reframing Aging and Ageism (2017). This report details several interrelated studies into how to reframe aging. Recommendations include two complementary narratives shown to improve attitudes toward aging and to boost understanding of the structural and systemic changes needed to capture the longevity dividend.

You may also be interested in...

Reframing Aging: Seeing What You're Up Against and Finding a Way Forward (2015): In the following webinar, Nat Kendall-Taylor and Moira O’Neil of the FrameWorks Institute review results from the first phase of FrameWorks’ research on aging and older adults. They discuss results and recommendations that emerge from expert interviews and cultural models interviews with members of the general public, as well as an analysis of the ways that the media and organizations working on aging issues frame topics related to aging and older adults. The webinar concludes with a brief discussion of next steps for the larger Reframing Aging project. 


Do you work to prevent elder abuse? Check out these resources.

Interested in a presentation or training on Reframing Aging? Fill out our engagement request form.



FrameWorks Institute