Gaining Momentum: A Communications Toolkit to Understand Aging

“How can the field of aging help build a better understanding of aging, ageism, and what it will take to create a more age-integrated society?” To best answer this question, the FrameWorks Institute developed an evidence-based toolkit to help advocates reframe aging in America.

The FrameWorks Institute is a nonprofit “think tank” that develops research-based communication strategies to frame and garner the public’s interest in social and scientific issues. Commissioned by a group of national aging organizations and funders, the FrameWorks Institute created “Gaining Momentum.” This research-based digital collection of resources, examples and guidelines is helping advance the conversation about the aging population.

The digital toolkit provides several useful tools to talk about ageism and older adults, including:

  • A guide of communication themes to avoid and alternatives to use.
  • A frame brief that lays out an approach to change public thinking about aging in America.
  • Tools to anticipate public thinking, including: visual summaries of research findings, a “Swamp Drop” game to learn how to use productive frames in communications, strategic framing charts and frequently asked questions about aging.
  • Sample Communication materials for blog posts, Facebook posts, Twitter exercises and downloadable communication assets.

We strongly encourage you to check out the many resources and research reports in the FrameWorks Institute communication toolkit to raise awareness of ageism. For more information, please visit