ReFraming Aging Initiative
Communications Strategies to Advance Aging
Gaining Momentum, a new toolkit from the renowned FrameWorks Institute, is now available to help aging advocates achieve that goal through better communication.
Leaders of Aging Organizations
GIA serves as administrative agent on the ReFraming Aging initiative for the Leaders of Aging Organizations (LAO), an unprecedented partnership that commissioned the work. LAO includes AARP, the American Federation for Aging Research, the American Geriatrics Society, the American Society on Aging, the Gerontological Society of America, the National Council on Aging, and the National Hispanic Council on Aging.
Visionary funders of the ReFraming Aging initiative
The project is funded by AARP, Archstone Foundation, The Atlantic Philanthropies, the Endowment for Health, The John A. Hartford Foundation, the Fan Fox and Leslie R. Samuels Foundation, The Retirement Research Foundation, Rose Community Foundation, and The SCAN Foundation. The initiative is managed by Laura Robbins of Laura A. Robbins Consulting, LLC.
Explore the full Gaining Momentum toolkit.
Included in the toolkit are:
- A full research and recommendation report, Finding the Frame: An Empirical Approach to Reframing Aging and Ageism
- A frame brief titled Framing Strategies to Advance Aging and Address Ageism as Policy Issues
- A Quick-start Guide with phrases to use and to avoid
- Staying on Frame in Real Time: A list of common questions with guidance to help keep answers "on frame"
- ReFrame cards to help advocates find the right metaphor and structure for reframed communications about aging.
If you are a funder of aging programs and are interested in learning more about opportunities to join the ReFraming Aging initiative, or if you are a funder who would be interested in sponsoring training for your organization or in your region, please contact GIA CEO John Feather by phone at 703.413.0413 or by email, at JFeather@GIAging.org.
Other ReFraming Aging resources
John Feather's blog for The Huffington Post about the new research, A Powerful New Tool to Combat Ageism.
The project has built on a wealth of empirical research, available in the reports below.
Gauging Aging: Mapping the Gaps Between Expert and Public Understandings of Aging in America (2015), the first report by the FrameWorks Institute, lays the groundwork for a larger effort to develop a new, evidence-based narrative around the process of aging in our country and the needs and contributions of older adults.
Aging, Agency, and Attribution of Responsibility: Shifting Public Discourse about Older Adults (2015), the second report from the FrameWorks Institute, compares media and advocacy organizations’ narratives about aging and older adults. and how these professionals tell them. A central finding is that most information about aging in both media and advocacy is not organized as complete narrative, and is thus less likely to deepen public understanding.
"Conversations with GIA" Webinar: Reframing Aging: Seeing What You’re Up Against and Finding a Way Forward (Webinar date: May 5, 2015)
Nat Kendall-Taylor and Moira O’Neil, both of the FrameWorks Institute, discuss results and recommendations of the initial FrameWorks research, with analysis of how the media and organizations frame topics related to aging. With Laura Robbins, Laura Robbins Consulting, LLC. Moderator: John Feather, CEO of, GIA.
ReFraming Aging Collaborative presentation: Highlights from the 2015 GIA Annual Conference (October 10, 2015)
Presenters: Jolene Fassbinder, Archstone Foundation; Nathaniel Kendall-Taylor, FrameWorks Institute; Laura Robbins, Laura A. Robbins Consulting, LLC.
2015 State of Aging address by John Feather, PhD, in which he discussed the ReFraming Aging initiative.
2016 State of Aging address by John Feather, PhD, also discussed the ReFraming Aging initiative.
The Pernicious Problem of Ageism: special themed edition of Generations, the journal of the American Society on Aging, published in October 2015 and focusing on ReFraming Aging. Featured writings from many thought leaders on aging, including John Feather and Laura Robbins.
John Feather presentation at ASA’s 2016 conference on ageism and ReFraming Aging.