What is Changing the Narrative?

Changing the Narrative is a cutting-edge awareness and communications campaign to create a more just, inclusive and age-integrated Colorado. Integrating evidence-based communications strategies developed by the FrameWorks Institute with local training, organizing and earned and social media campaigns, Changing the Narrative seeks nothing less than changing the way people think about aging.

Launching in 2018, Changing the Narrative will:

  • Reach targeted audiences and the general public with research-based framing in earned and social media campaigns
  • Train and provide technical assistance to individuals and organizations who care about a more just society in how to use evidence-based communications strategies developed by the Frameworks Institute to reframe how we talk about aging
  • Mobilize individuals of all ages to use these strategies in their own networks and to identify—and do something—about ageist messages and stereotypes

Why is Changing the Narrative important?

Like people across the country, Coloradans are living longer and healthier lives. Yet national research conducted by FrameWorks Institute over the last three years shows that aging is misunderstood in America, and ageist and negative stereotypes abound. These stereotypes create obstacles to productive practices and policies that keep older people engaged in the community and allow all of us to sustain a high quality of life as we age.

By changing the way that people talk and think about aging in our own community, Changing the Narrative will be setting the foundation for more productive and age-integrated policies and practices that leverage the strengths and talents of older people, and systems that support wellbeing in later life.

Who is involved in Changing the Narrative?

Changing the Narrative is a Rose Community Foundation initiative under the Foundation’s Aging focus area, in partnership with the NextFifty Initiative. Changing the Narrative builds on five years of national work that Rose Community Foundation has been involved in with eight other foundations — AARP, Archstone Foundation, Endowment for Health, The Atlantic Philanthropies, The Fan Fox and Leslie R. Samuels Foundation, Inc., The John A. Hartford Foundation, The Retirement Research Foundation, and The Scan Foundation — and the eight leading aging organizations, including AARP, American Federation for Aging Research, American Geriatrics Society, American Society on Aging, Gerontological Society of America, Grantmakers in Aging, National Council on Aging and the National Hispanic Council on Aging.

In Colorado, Changing the Narrative activities currently are being supported in Colorado by NextFifty Initiative and Rose Community Foundation. Additionally, Boomers Leading Change will be a key partner, leveraging its access to groups including skilled volunteers and advocates, AmeriCorps Encore members, and the Colorado Encore Network. It will coordinate a group of people trained to confront and educate around ageist attitudes and practices and connect people who are interested in advancing an age-integrated society to Changing the Narrative activities.

How about you? We are currently inviting other community partners and funders to join this campaign, and would love to have you join us.

How can I get involved in Changing the Narrative?

We will be sharing more about Changing the Narrative as the initiative launches. If you would like to join the movement to fight ageism by participating in training, learning how to identify ageism or simply learn more about what we are doing, fill in this form to be placed on our mailing list. We’ll be in touch.

Learn More

For more information, visit the Changing the Narrative website or contact Janine Vanderburg, initiative manager or Therese Ellery, senior program officer, at 303.398.7413.