Reframing Aging: Gaining Momentum

Gaining Momentum, a toolkit prepared by the FrameWorks Institute, aims to correct popular myths and misconceptions about older adults while highlighting the importance of word choice and context when communicating about aging. The toolkit includes a full research and recommendation report, frame brief, quick-start guide with phrases to use and to avoid, a list of common questions with guidance to help keep answers "on frame", and "ReFrame" cards to help advocates find the right metaphor and structure for reframed communications about aging.