Age Without Limits

Age Without Limits is a new campaign from Ageing Better. Launched in January 2024, The Age Without Limits campaign aims to change the way we all think about ageing and support a growing movement of people and organisations working to make society more age-inclusive. 

Ageism is the prejudice that’s hidden in plain sight. It’s embedded in our society and even accepted as normal by those of us who are older. We see and hear casual ageism every day in the media, on TV, at work, in pubs, on social media, in family conversations. 

It doesn’t have to be this way. Thinking negatively about ageing and older people has been accepted and ignored for too long.

The three-year campaign will use advertising, PR and social media to spark debate and conversation about what ageism is and to challenge the way we all think about ageing. A new website will provide information, tools and resources, including a quiz for the nation to answer the question “Are You Ageist?”. Every year, there will be an opportunity for individuals, organisations and communities across England to join Age Without Limits in a day of action.   

Ageing Better will continue our work to address ageism via our Age-friendly Movement work:  

• Through the UK Network of Age-friendly Communities: a growing movement, with over 60 places across the country committed to making their community a better place to age in. Almost 25 million people are living in an Age-friendly Community, including places like Greater Manchester and Cardiff. Ageing Better works with the Network to provide guidance, connect places and offer support to member communities as they work towards making their services and infrastructure more age-friendly.
• Continuing our call for an independent commissioner to champion the rights of older people and ensure policymaking considers the needs of England's ageing population.
• Looking at how older people are depicted by the UK film industry. 
• Through our Age-positive image library which tackles ageism by presenting a more realistic depiction of ageing
• With organisations who’ve signed the Age-friendly Employer Pledge to look at how companies can recruit and retain older workers 
• By promoting our guidance for organisations on talking about and challenging ageism

Sign up to our Age Without Limits newsletter

Everyone, everywhere has a stake in changing how we view older age – so take the first step in challenging ageism and join our movement; sign up below for news about our work and how you can help us over the next few months.   

As a supporter you will: 

• hear more about our plans for the ageism campaign as they develop – via our newsletter 
• keep updated about our resources that will help you challenge ageism in your everyday life and help make your community more age-friendly
• find out how you can get involved in and support campaign activity – for example, signing joint letters for action to challenge ageism in society, sharing our social media resources  
• have the chance to share your stories of ageism and positive ageing as part of the age-friendly campaign

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Age Without Limits Action Day

The Action Day is a chance for everyone to do something to change the way we all think and act about age and ageing. It’s an annual day for individuals and communities, workplaces, friends and families to learn, take action and change the way we think about ageing.

Learn more