framing age message guide

Title: Framing Age Message Guide

Topic: Ageism, elder abuse primary prevention

Published: 2021

Partners: Southern Melbourne Primary Care Partnership, Barwon Community Legal Service, Bayside City Council, Better Place Australia, Bolton Clarke, Eastern Community Legal Centre, Glen Eira City Council, Merri Health and Women’s Health in the South East.

To create a society that respects, values and celebrates everyone regardless of age, we must first think and talk differently about what it means to grow older. Based on national message research undertaken by Common Cause Australia in 2021, the Framing Age message guide contains recommendations that will help you talk about age, ageing and issues that affect older people in ways that reduce ageist attitudes and behaviours.

We wrote the Framing Age message guide for everyone who talks to our community about older people in any context. Whether you’re a journalist writing about the experiences of people on pensions, a council worker talking about the services available to older members of the community or a passionate advocate developing a public awareness campaign on ageism, this guide is designed for you.