Foundational research

The EveryAGE Counts campaign and strategy is guided by a large body of existing evidence about the extent and impacts of ageism, as well as research commissioned into the attitudinal and behavioural drivers behind ageism, and effective ways to address these.

To better understand the beliefs and behaviours that drive ageism, in 2017 The Benevolent Society commissioned a three part research study The Drivers of Ageism to redefine the narrative of ageing in Australia and to drive positive change in economic, social, health and civic participation outcomes.

Further study and analysis is underway to develop effective communication with the Australian community to address ageism. 

You can find the evidence behind the EveryAGE Counts campaign in the reports below, and watch the video about the Drivers of Ageism research.

Reframing Ageing

The EveryAGE Counts campaign worked with a team of researchers from the University of Sydney to better understand how the ways that we talk about getting older influence our perceptions and attitudes. The research also explored how changing the way we talk about being older can change our attitudes, and help us address ageism. This work is critical to the public engagement of the EveryAGE Counts campaign.

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