Inspired by our Champions: how we can all challenge ageism

At Age Without Limits, we often say that all of us have an important role to play in creating a future free from ageism. But, when ageism is so ingrained in our daily lives that we barely notice it, what does creating change look like in practice? And how do we even start to make a difference as individuals when the issue feels so big?

We can start to answer these questions by looking to those who have already been taking action. At the start of 2025, we recruited a small group of volunteer Campaign Champions to challenge ageism in their local areas. All were a range of ages over 50, driven by their passion for ending ageism, and were already connected in some way with our work but wanted to get more involved with the campaign.

Up until June 2026, Champions reached hundreds and hundreds of people, building awareness of ageism in their communities across the country. They talked about ageism at work, while volunteering, and with family and friends. They distributed over 500 campaign posters and postcards in pharmacies, post offices, libraries, community centres, and many other places in between - using these materials as conversation starters to get people thinking differently about ageing. Crucially, they were able to reach people and places that we otherwise wouldn’t have reached.

Champions also hosted their own events for Age Without Limits Day, directly engaging at least 580 people over the two years with activities like a coffee morning with slam poetry, a storytelling session at a local library, a poetry display in a café, and a stall outside a supermarket.

The phenomenal work Champions did in 2025 and 2026 shows us how individual efforts can stack up and have real, collective power. Considering other Champion activities, like sharing their perspectives on social media or speaking to people one-to-one, we can conservatively estimate that Champions will together have reached hundreds more.

Former Champion, Brenda, said: ‘I believe this work is so important because age discrimination is often hidden. As an Age Without Limits ‘Champion’ I tried to challenge common stereotypes of older people. I used my social media channels to share how being older is a positive experience. I also realised from the information I read that I could be ageist towards myself at times. I surprised myself by trying a Parkrun and kept going - achieving several ‘personal bests’.  I also tried my first cycling holiday and learned that I can go beyond the limits I had thought I was capable of. We all have the potential to change - both mentally and physically - whatever age we are. I have loved being part of the Age Without Limits campaign and have found it a great experience contributing to challenging ageism."

So, what made Champions so effective? Each person brought their own skills, life experiences, and interests to their role. Some enjoyed striking up conversations in daily life. Others preferred hosting events, writing about ageism, or sharing reflections on social media – and it’s this kind of action, driven by people who care, that drives widespread change.

As former Champion, Sabe, explains, 'It's a question of making [ageism] more visible, because at the moment we have the visibility of the negative and none of the positive ... I think that people are thinking about it in the back of their minds and it's bringing it forward that is important.'

As the Age Without Limits campaign continues, there’s an opportunity to build more awareness of ageism than ever before. We all might get involved differently, but there’s a role for everyone. Whatever your skills and interests, there’s a role for you too:

• If you enjoy speaking to others, try using our conversation prompts to start a chat about ageism.
• If you enjoy bringing people together, consider planning an event for Age Without Limits Day.
• If you enjoy writing or using social media, share our posts, add your reflections, or talk about your own experiences.

At the core of all the Campaign Champions’ work is conversations, and we know from our research that simply talking about ageism is one of the most powerful tools we have to create change – because the more we name it, question it, and bring it into the open, the more we can challenge the ways it shows up in our lives.

When looking back at positive developments in society over her lifetime, like smoking being banned indoors, former Champion Mindy, said, "Things have changed, and they changed by people changing." We should remember this.

The success of every social movement throughout history is because ordinary, extraordinary people stepped up to change the status quo. Campaigning for an end to ageism is no different. Our Campaign Champions have shown us that whatever our experiences and skills, we can all help to create a future where everyone can age without limits. What might you do?

Written by Kate Flanagan, Campaign and Engagement Officer.

Cover image from the Age-positive image library (does not feature Champions). Images in carousel below feature Champions doing activities in their communities in 2026.