International Council on Active Aging
866.335.9777 
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Campaigns
ICAA’s Changing the Way We Age® Campaign
In today’s society, we’re flooded with negative messages and images about what it means to age and to be an older person. We are constantly exposed to stereotypes that show older adults through a lens of decline and diminished value, emphasizing the “burdens” of growing old. In North America, we seldom hear about the value of older adults, or the rich, untapped potential of an aging population. We don’t see enough portrayals of active older adults who are taking on new challenges, expanding their knowledge and skills base, or working tirelessly to help others. The result? Our views of aging are distorted.
ICAA’s Changing the Way We Age® Campaign, which focuses on shifting society’s perceptions of aging, is taking action to overturn stereotypes and encourage more positive, realistic views of aging.
ICAA’s Changing the Way We Age® Campaign offers you an opportunity to make a lasting difference by encouraging this new vision of aging in society. Get involved! Call ICAA today at 866-335-9777 (toll-free) or 604-734-4466, or visit www.changingthewayweage.com. By doing so, you will contribute to creating a society that recognizes, respects and responds to the rich potential of our older population.
Active Aging Week
In 2001 ICAA set out on its mission of Changing the way we age®. ICAA’s Active Aging Week, initiated in 2003, is held each year during the last week of September to promote the benefits of healthy aging on a national scale. Today, well over 3,000 organizations support this initiative with their involvement during the week, presenting activities and exercise in a safe, friendly and fun atmosphere.
To learn more about Active Aging Week click here or call ICAA today at 866-335-9777 (toll-free) or 604-734-4466.
