ICAA’s Guidelines for effective communication with older adults

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Guiding principles

  • There are no “bad” words, but there are words that will not be successful in attracting and representing older adults.

  • There are no “bad” images, but there are images that stereotype and inappropriately portray the incredible range of individuals in the “older” age cohorts.

  • The more language and imagery reflects the needs or wants of people being targeted, the more successful the communication.

  • The goal is to be inclusive.

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