Media and marketers


ICAA’s Changing the Way We Age® Campaign aims to help overturn ageist stereotypes using strategies that have successfully shattered racist and sexist stereotypes. These include a campaign toolkit for rebranding aging, a term used because it resonates with marketers and the media. These tools can be used to help integrate positive, reality-based images of older people into the media, just as we now see more realistic portrayals of individuals of color and women. These groups were also devalued and misrepresented in the past. They addressed this situation by challenging the lack of knowledge that contributed to stereotyping, among other ways. ICAA challenges you and your organization to address this issue by utilizing the tools provides.