"Rebranding Aging" Movement

This month the International Council on Active Aging (ICAA) is launching a new movement called "Rebranding Aging."  ICAA is an organization that we follow because they have been a respectable advocate for adults over the age of 50 and have a credible board supporting their efforts.  We will continue watching this new initiative and see how effective it is in changing the perspective of aging in America.

According the ICAA's press release the "Rebranding Aging" campaign is "a ground-breaking movement aimed at shifting society's perceptions of aging and countering aging stereotypes."  ICAA's mission statement from their website is stated as follows:

"The International Council on Active Aging is the professional association that leads, connects and defines the active-aging industry.  ICAA supports professionals who develop wellness facilities, programs and services for adults over 50.  The association is focused on active aging--an approach to aging that helps older adults live as fully as possible within all dimensions of wellness (i.e., physical, social, environmental, vocational, intellectual, emotional and spiritual)--and provides its members with education, information, resources and tools.

A direct link to their website explaining the "Rebranding Aging" movement is provided below.

http://www.icaa.cc/media/press2011/rebranding-aging.htm