The Wicking Trust is the first major funder to support this multifaceted social change campaign which aims to change the way we think about ageing in our community. This grant will enable the crucial foundational work required to secure the future of the campaign which will:

• set the foundations for the essential conditions for current and future generations to age well
• positively change social norms and public discourse on ageing
• mobilise a holistic political response to the opportunities presented by our ageing population
• reframe the perception of getting older.