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Changing the Narrative

Cause Area

  • Employment
  • Seniors


789 Sherman StreetSuite 250Denver, CO 80203 United States

Organization Information

Mission Statement

Changing the Narrative is the nation's leading effort 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.


Changing the Narrative is a strategic communications and awareness campaign to end the way people think, talk, and act about aging and ageism. Our goal is to end ageism together. Based in Colorado, our work has impact on communities and individuals across the United States and beyond. In 2021, we increased awareness of ageism and mobilized people to take action against it through a variety of strategies and tactics, including:

  • Presenting 94 workshops and presentations, reaching over 6,000 individuals representing every state in the US, and 24 countries outside the US.
  • Presenting the business case for older workers and intergenerational teams to employers and HR managers, and encouraging employers to be certified as age-friendly.
  • Training workforce development centers and others involved in job development and placement on how to position older workers to employers.
  • Advocating for stronger workplace age discrimination laws, and for federal stimulus funding to be used to reskill and upskill older workers.
  • Launching an age-friendly healthcare campaign, including development of an original short film and discussion guide to educate healthcare providers and consumers on ageism in healthcare and what we can do to address it.


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