Age Without Limits – challenging Ageism through a marketing campaign.
In January 2024, the Centre for Ageing Better launched the three-year Age Without Limits campaign to challenge ageism for the benefit of us all as we grow older. We have published our first impact report, and here are some highlights of what we’ve achieved so far.
We kicked off the campaign with the bold question, “Are You Ageist?”, sparking national conversation and encouraging people to take action. Throughout 2024, we kept ageism firmly on the agenda through a packed calendar of advertising, events, research, and communications. Here’s a snapshot of our impact in 2024:
- 24% of adults saw at least one element of the ‘Are You Ageist?’ advertising campaign. That’s around 10 million people!
- Almost three quarters of those who recognised the advertising campaign had taken action; most commonly to speak to friends and family about ageism
- Over 60 groups and communities hosted events across the country to mark our first ever Age Without Limits Day
- There were 15,668 downloads of our free, age-positive image library pictures of people aged 50+
Read and download the Impact Report
Our evaluation shows that more people were hearing lots about ageism and thinking about ageism than ever before. While there’s much more work to be done, it’s clear that awareness of ageism is growing and that we’re getting closer to creating a future where everyone can age without limits.
You can read more about our campaign ambitions, achievements and lessons learned in the 2024 impact report here: https://www.agewithoutlimits.org/our-impact
