is a proud partner of the Age Strong Public Awareness campaign. We believe ending stereotypes and unjust biases around aging is important to creating a more inclusive community for all. As a homecare agency, we are constantly inspired by our older patients and their urge to live independently. Join the movement by sharing and liking the campaign's social media post.  
 

Mayor Martin J. Walsh today announced the launch of the first Age Strong Commission public awareness campaign, aimed at revealing implicit biases around aging and dispelling stereotypes about older adults to promote more positive messaging around aging. The campaign launch comes after the City's Age Strong Commission updated its name and brand earlier this year, and redefined its mission and values reflecting a growing trend and national movement towards more inclusive aging language and actions. 

The multifaceted campaign features eight older Bostonians who defy negative stereotypes about aging. In the advertisements , the models stand boldly under labels that often get placed on older people: frumpy, cranky, inactive, senile, frail, childish, over the hill, and helpless -- and their stories counter those biases. The advertisements will be featured across the city on bus shelters, in Logan Airport, in Boston Public Library locations, in a 30-second television commercial, and on digital signage

The Age Strong Commission has actively engaged with the community to learn how Bostonians are aging now and what their hopes are for aging in the future. Those conversations reflect a growing trend and national movement towards more inclusive aging language and actions, designed by the FrameWorks Institute, the research partner for the Reframing Aging Project.

This Age Strong public awareness campaign comes three years into the Commission's Age-Friendly Boston Action Plan which details 75 concrete action items the City will take to become even more age friendly. Currently in its third year, it has already celebrated the successful launch of several action items including the City's first pilot Senior Civic Academy ; an interactive public restrooms map ; an age- and dementia-friendly business designation ; an employment guide for people over 50 ; and most recently the unveiling of a bench program raising the availability of resting locations for older adults.

For more information about the campaign, please visit boston.gov/age-strong-campaign.

"Boston's older residents are strong in so many different ways -- with strong experiences, cultures, and voices," said Mayor Walsh. "We want to evolve the conversation around aging and make sure that the images and stories we share help expand what it means to age in our city. Older Bostonians bring so many dynamic experiences to our community, and we want more people to see that and embrace it."

"They felt people didn’t understand them,” said Age Strong Commissioner Emily Shea, “and they weren’t taken seriously because they had long resumes, or gray hair.”

“ "Prejudices about groups of people negatively contribute to their health and well-being outcomes," said Boston Chief of Health and Human Services Marty Martinez. "This anti-ageism campaign helps us counter those stereotypes about aging that can hold people back, so that we can age even better in Boston."