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Home > Blog > Ageism Awareness is Key to Age-Friendly Mission

Ageism Awareness is Key to Age-Friendly Mission

A magazine cover features a lampooning cartoon of older politicians using walkers.

A comedian makes demeaning jokes about a mature Hollywood actress.

An advertisement promises the many “anti-aging” benefits of a face cream.

These are examples of ageism that are more likely to get noticed and – sometimes – called out in our society.

Less-recognized and often-unaddressed is the ageism endemic in our government, corporate, social, health and other systems. The baked-in ageism that hinders people from living their best and fullest lives at any age – and the basis of our Age-Friendly North Jersey alliance’s wide-ranging advocacy and education efforts.

October 9 is Ageism Awareness Day, and our alliance will be joining the American Society on Aging and advocates around the country in calling attention to the depth and breadth of ageism’s toll on our laws and policies, our healthcare and social services, our business and employment practices, and our everyday lives.

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ASA and advocacy organizations have compiled a number of suggestions for how to stoke conversations and challenge assumptions about aging– from hosting a book or film discussion to starting an anti-ageist birthday card campaign to persuading local government leaders to adopt a sample proclamation, and many other strategies.

Educational activities like those examples above are among the approaches recommended by the World Health Organization to reduce or eliminate ageism by helping people understand the many forms it can take:

· Internalized ageism: How we feel about ourselves as aging people and ageism in which older adults marginalize other older people.

· Cultural ageism: The everyday and normalized negative messages about aging and old people embedded in movies, TV, songs, jokes, etc.

· Implicit ageism: The unconscious bias that includes attitudes, feelings, and behaviors toward people of other age groups

· Benevolent ageism: Patronizing, paternalistic beliefs or behaviors that older people need to be protected and taken care of by younger people

Education is our alliance’s chief tool. We seek not only to raise awareness of the degree to which ageism is normalized in our everyday lives, but also educate about the ways in which ageism has influenced our laws and policies, our health and social system structures, and our community designs.

The need for more awareness about ageism – and the ways in which it is one of the most widespread and socially accepted forms of prejudice – is still vast.

Our alliance works at the community, county, and state level, while organizations like ASA strive to show the global toll of ageism across many policy arenas – from our health care system to our economy.

Here are some helpful resources to use and share on Ageism Awareness Day:

· ASA’s Ageism Awareness Web Page

· Changing the Narrative Action Toolkit

· WHO Global Campaign to Combat Ageism

· AARP Disrupt Aging Campaign

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