About Age Without Limits
Age Without Limits is our Centre for Ageing Better’s campaign to challenge ageism for the benefit of all of us as we grow older.
Our vision is to create a society where everyone enjoys later life free from the impact of ageism. We run activities throughout the year to change how we all think and act about age, and challenge ageism.
Together, we can create a society where age is celebrated and everyone, regardless of their age, can live with dignity, respect, and opportunity.
Why do we need Age Without Limits?
We believe everyone should be free to age without limits, but ageism prevents us from doing so. From the conversations we have with friends and family to the headlines we see in the media and our experiences at work, ageism is widespread and affects many areas of life.
Ageism is often dismissed as being harmless, but research shows it has real-life consequences that are deeply damaging to us as individuals and to wider society. When we are treated or spoken to negatively because of our age, it can make us feel unvalued, unimportant, or patronised, and leave us with low self-confidence and feeling isolated or excluded. Over time, we may internalise these negative views of ageing, limiting what we believe we’re capable of and the opportunities we pursue.
It doesn't have to be this way. Our three-year campaign aims to challenge ageism for the benefit of us all as we grow older. We do this through:
- Mass-reach advertising
- Age Without Limits Day
- Year-round communications and calls to action
To find out more about how the campaign works, head to our FAQs.
We all have a role to play in changing the way we think about ageing. Find out how you can get involved and create a future free from ageism.
Get involved
Ready to be part of creating a future where everyone can age without limits? Find out what you can do to challenge ageism.
Our impact
As the first programme of its kind in England, delivered by the Centre for Ageing Better (a What Works Centre), we have a robust evaluation strategy to measure impact. We want to share learning and support future initiatives to challenge ageism. Explore our impact.