The National Center to Reframe Aging — the leading organization for proven communication strategies and tools to effectively frame aging issues — is working with the California Department of Aging (CDA) to help shift the tone of communication about aging in celebration of Older Californians Month (OCM) in May.

The National Center to Reframe Aging co-hosted an interactive webinar with CDA on April 23, in preparation for OCM, to highlight the power of language in addressing ageism and to help stakeholders refresh their outreach strategies. Participants learned about practical tools, research-backed language tips, and real-world examples to craft messages that resonate across generations, challenge outdated stereotypes, and celebrate the diverse experiences of aging in California. An outreach toolkit and social media campaign are available to support organizations across the state in their OCM communications.

“This collaboration with the California Department of Aging reinforces the power of reframed messaging,” said Patricia D’Antonio, BSPharm, MS, MBA, BCGP, executive director of the National Center to Reframe Aging and vice president for policy and professional affairs at the Gerontological Society of America. “Older Californians Month is a powerful time to reflect on how we can challenge negative attitudes about aging. Together, we can move beyond outdated stereotypes and highlight the contributions of older adults throughout the state.”

CDA is committed to ensuring all residents have the opportunity to age in their homes and communities with access to programs and services to support wellness, longevity, and quality of life. CDA works with a robust aging network of partners, state and local agencies, philanthropy, and state organizations to deliver on that commitment. California’s groundbreaking Master Plan for Aging, a 10-year blueprint to prepare for a growing population of older adults, is a key part of the state’s efforts to deliver inclusive services and counter ageism.

“As California’s older population grows, it’s more important than ever that we celebrate aging and the benefits that come with it, including wisdom, resilience, and strength,” said Susan DeMarois, director of the California Department of Aging. “Shifting the narrative about aging takes time, and CDA is proud to be at the forefront of reframing how California communicates about aging.”