The power of the media and popular culture to shape community views of older people cannot be underestimated.

Images and language connecting ageing with frailty, sickness, and inability strengthen the perception that older people are failing, rather than making the most of their years of experience and ability to continue making a valuable contribution.

Use the resources below to ensure public narrative and images are neutral or positive rather than diminishing of older people.


See a list of other useful resources (PDF 125KB) about tackling ageism.