Testing the impact of language on public attitudes to ageing and demographic change

The aims of this project are as follows: • Broaden our understanding about public attitudes to ageing and demographic change and what framing, depictions, terminology etc. people currently use/encounter in day to day life • Test new, more positive ways to frame and talk about ageing and demographic change, which might change the way people feel • Use the above to inform our own work and narrative development, and to try and influence the way others (policy makers, charities, employers) talk and act. We are open to bidders suggesting their own approach but would expect the work to address the following: • Review of existing materials (published research, polls, reports from other organisations) on language and framing around ageing. • Find examples of how ageing is framed and described across public life, for example, political speeches and news articles, job adverts and services aimed at older age groups. • Use both qualitative and quantitative research techniques to find out more about public attitudes to ageing, the language and framing used around ageing and demographic change. • Test real-life examples of language, framing and terminologies about ageing with participants.