Our impact

Our three-year campaign aims to challenge ageism for the benefit of us all as we grow older. We are doing this by using:

• Mass-reach advertising
• Age Without Limits Day
• Year-round communications

As the first programme of its kind in England and being 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.

How we tackled ageism in 2024

In 2024 we launched Age Without Limits with a hard-hitting question: ‘Are You Ageist?’ A packed calendar of advertising, events, research and communications then followed. Throughout 2024, we got ageism on the national agenda and got people to take action to challenge ageism:

• 24% of adults saw at least one element of the ‘Are You Ageist?’ advertising campaign. That's around 10 million people!
• Almost three quarters of those who recognised the advertising campaign had taken action; most commonly to speak to friends and family about ageism
• Over 60 groups and communities hosted events across the country to mark our first ever Age Without Limits Day
• There were 15,668 downloads of our free, age-positive image library pictures of people aged 50+
• Our online audience grew to 11,000 people!

Click below to read our 2024 Impact Report and learn more about how we designed our campaign, what we achieved and what we learned.