A bold new public campaign tackling the scourge of everyday ageism heads up our new strategy, which is launched today.

The campaign to tackle ageism will seek to overturn the deeply entrenched negative attitudes within society towards older people through a collective and nationwide approach.

Ageing Better will commit significant resource in the fight against the widespread use of derogatory and harmful stereotypes in the pursuit of a more positive and realistic understanding about later life across the country. The campaign is a key element of the Age-friendly Movement that will aim to make challenging ageism a much higher priority for everyone in society.

We will work with the public, age-friendly communities, employers as well as other sector and industry partners to change the way people think, feel and act about ageing. It will help people at a local and national level to address the barriers that exist for older people by giving people the tools and guidance needed to take action.

The new strategy also focuses on activities to reduce the inequalities people experience as they grow older. Our organisation will strive to reduce the gap between the most and least advantaged people by improving outcomes for the least advantaged.

Find out more here.

Ageing Better to deliver new campaign against age-based discrimination