Age Without Limits

Ageism is the most widespread form of discrimination in England, with over half of people over 50 experiencing it in the past year. Despite its scale, ageism remains hidden in plain sight, accepted as “just part of getting older” rather than what it truly is: a driver of inequality that damages our work, health and opportunities. Age Without Limits set out to change that.

In Year 2, the Centre for Ageing Better and Four Agency Worldwide got people to care – getting beyond awareness, building a movement to reframe ageing for the nation. Building on the award winning foundation of Year 1, the 2025 campaign introduced a bold new platform “It isn’t ageing, it’s ageism.” - a simple but profound shift that created “penny drop moments” for millions. Through contextual, insight driven advertising placed exactly where stereotypes show up in people’s lives, we helped the public recognise everyday ageism, every day. This was backed by partners across media, research and community sectors, working together to dismantle long entrenched negative attitudes towards older people. The results were transformative. The campaign reached 31% of English adults, far exceeding its target, and, crucially, 87% of those who recognised the campaign took action to challenge ageism. Sector influence grew through contributions to ASA, IPA and parliamentary work, while Age Without Limits Day mobilised over 80 groups and 10,000+ participants nationwide. Age Without Limits is more than a campaign. It is a growing national movement, shifting attitudes, empowering action building a more age positive society.