We are all aging. Whether you’re an older adult, a caregiver, or someone planning for the future, aging is a shared experience. For Older Californians Month 2025, we’re flipping the script — moving away from outdated stereotypes to celebrate aging as a time of strength, growth, and continued contribution.

This outreach toolkit is designed to help you start the conversation. Use the materials provided to engage your networks and spark meaningful discussions. The toolkit includes social media content and reels, a sample press release and newsletter article, and links to additional resources.

This year’s campaign brings together two complementary efforts:

Start the Conversation is a California-focused initiative that highlights the voices of older adults and caregivers. It encourages people to talk openly about aging and the programs and services that support older Californians — such as local Area Agencies on Aging, Caregiver Resource Centers, and other community-based supports. The Aging in California Resource Guide connects people with services that support aging well across the state.

Reframe Aging, led nationally by The National Center to Reframe Aging, offers research-based strategies for changing the way we communicate about aging. It provides tools to shift public perception from decline to opportunity, emphasizing inclusion, resilience, and the contributions of older adults.

Together, these efforts reinforce the message that older adults deserve a seat at the table — not just to be talked about, but to help lead the conversation.

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