"This guide is designed as a practical tool to support organisations in communicating about ageing and older age. The way people currently talk about ageing and older age is largely negative. To change this conversation we need to stop reinforcing these beliefs – and tell a new story. Small changes to the ways that we speak and write about ageing and older age, if applied consistently, could have a big impact. We hope this guide gives people the confidence to challenge ageism and champion positive and realistic representations of ageing and
later life." (About this guide)