This study examined three social campaigns for the eradication of ageism that were undertaken in Israel during the COVID‐19 pandemic (April, 2020–May, 2021). The documentation and analysis of the campaigns were undertaken via the lens of the Theory of Change and Five Key Principles for social campaigns: planning strategically, communicating effectively, fostering community engagement, implementing key activities, and using research. We conducted desk reviews and qualitative interviews with the campaigns’ organizers. The Theory of Change implemented by the campaigns targeted self‐ageism among independent older people and/or employers of older adults. All campaigns emphasized “active aging” and “successful aging,” to decrease (self)‐ageism. The focus on one dimension of active and positive aging may result in ageism and exclusion of older people who do not fit into the category of independent and active people. The complex timing of the campaigns had influenced the degree of implementation of the five key principles. The joining of forces of different organizations and the employment of more diverse representations of old age, may facilitate the achievement of campaign goals. Finally, an empirical evaluation of social campaigns’ efforts is still necessary to gather evidence about the effectiveness of social campaigns.

This study investigated if people are acquainted with the term ‘ageism’, and to what extent acquaintance with this term corresponds with reports of discrimination, due to age. The study included an online survey, answered by 1,025 Israeli respondents. The questionnaire began by asking the respondents to define ‘What is ageism?’ (gilanut in Hebrew) and then to mark ‘If and what types of discrimination they experienced in the last year’. Subsequently, we defined and demonstrated the term ageism and asked participants to share experiences of this phenomenon; 457 (45%) participants were not familiar with the term. In the group that was unfamiliar with the term, only 46 (10%) reported that they had such experiences. In the group that was acquainted with the term, 208 (30%) reported that they had experienced ageism. In contrast, once the term, ageism, was defined and demonstrated in the survey, 638 (62%) respondents shared experiences of ageism in their lives. Of those who shared their experiences of ageism, 202 (31%) were initially unfamiliar with the term. The study's results show that there is an association between the linguistic representation of the phenomenon of ageism and reports of ageism. In the wider sense, the study shows that language and words have the power to help people understand and interpret social and human experiences.

Objectives: Studies have shown that when people grow older, the negative perceptions about age(ing) become self-directed. In this study, we examined if and how this assertion is expressed in the self-presentation of older adults. Design: To explore this issue, we undertook an online survey with 818 Israeli older adults (aged 65–90) who were asked to present themselves in writing, using an open question and to choose the age terms that they preferred, relying on a multiple-choice question. Responses were analyzed qualitatively and quantitatively using “word cloud” and linguistic inquiry. Results: The analysis indicated three ways of coping with the issue of age in one’s self-presentation: Absence of old age – older people who blur their processes of aging; Camouflaged aging – older people who emphasize their age by using a line of self-ageism; Multiplicity of old age terms – the existing gap between what is being used by people and the ideal related to the use of existing age terms. The findings highlight the role of subjective age in one’s self-presentations. Conclusions: The results point to the ambivalence that older people feel in relation to their age(ing) and especially reflect the paradox of subjective age. That is, on the one hand studies have stressed the positive aspects of this practice, whereas on the other hand, subjective age possibly reflects a response to internalized negative stereotypes and prejudice about old age(ing). In this sense, this study expands the knowledge in the field of self-presentation and (subjective) age in the second half of life.

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