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ReFraming Aging

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Communications Tools and Resources

As Americans live longer and healthier lives, society needs to adjust both attitudes toward aging and the systems that support wellbeing in later life. 

Find out how you can change the conversation, be more persuasive, and influence public understanding to create a more just, inclusive, and age-friendly society.

Start ReFraming Aging: GIA Can Help

Learn more about how your foundation and grantees can receive training and resources for ReFraming Aging through GIA, and and join a learning community to support your work and learn from the experience of your peers. 

For more information, please contact Maria Gonzales Jackson, GIA Director of Member Services and Knowledge Management, at mgonzalesjackson@GIAging.org or 703.413.0413 x102.

Find all the research and resources about ReFraming Aging, created by the FrameWorks Institute, here


ReFraming Aging Research and Resources

Explore the full Gaining Momentum toolkit

Included in the toolkit are:

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. 

Related resources:

"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. 

Webinar Slides

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.  

Presentation slides

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.


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