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Opening Doors to
Aging Services

About

The aging services sector has never been more important to the lives of Americans. As our population grows older and the number of family caregivers shrinks, many families find themselves struggling to meet the needs of the older adults they love. At the same time, the COVID-19 pandemic and prominent care economy debates in Washington have put a national spotlight on older adults and their frontline caregivers. With more eyes on the field, we have a significant opportunity to proactively define the aging services sector for millions of people across the country. That’s why LeadingAge launched Opening Doors to Aging Services, an initiative to help older adults and their families better understand how aging services deliver the care and support that many of us will need to lead a fulfilling life as we grow older.

Now is the time for us to reset the narrative, proactively telling the story of aging services—and Opening Doors to Aging Services offers first-of-its-kind resources to inform and align efforts across the sector. You can find all our work here, including:

  • Original Research: This initiative began with a robust research program to ensure our work is grounded in sound information about current perception.
  • Communications Strategy: Using the learning, we created an overarching communications framework, including strategic direction, messaging, and other guidance to maximize effectiveness and ensure that efforts build toward the same outcome. The strategy is available to anyone in the field, and allies can tap into this open-source strategy to develop your own efforts.
  • Campaign Resources: LeadingAge will execute our own national campaign in late 2021, making customizable creative materials and templates available for our members to bolster efforts. Members and others across the field who want to create their own campaign can do so using these tools.

About LeadingAge

LeadingAge represents more than 5,000 nonprofit aging services providers and other mission-minded organizations that touch millions of lives every day. Alongside our members and 38 state partners, we use applied research, advocacy, education, and community-building to make America a better place to grow old.

Not A Member?

The landscape of aging services is changing. Membership with LeadingAge means joining a network of mission-driven leaders committed to supporting, enabling, and empowering people to live fully as they age. Learn more about our mission to expand the world of possibilities for aging. 

Interested in learning more about the benefits of LeadingAge membership?

Questions?

Gwen Fitzgerald
Director, Public Messaging

Susan Donley
Senior Vice President, Communications and Marketing