Brand Resource Library
Welcome to our Brand Resources page! Here, you’ll find everything you need to represent the Canadian Coalition Against Ageism accurately and consistently.
Whether you’re a member, a media professional, or part of our Steering Council or one of our Committees, these guidelines and assets will help ensure that the CCAA brand and messaging stays cohesive across all platforms.
It's time for a United Nations Convention on the Rights of Older Persons
Human Rights do not have a best before date.
Older persons around the world continue to face discrimination, neglect, and invisibility — simply because of their age. It’s time to change that.
This video calls for a United Nations Convention on the Rights of Older Persons — a binding international agreement to ensure dignity, protection, and equality for people as they age. 📢 Join the movement.
Watch, share, and speak up. Learn more: ccaageism.ca/join
#AgeWithRights #UNConventionNow #HumanRights #OlderPersonsRights #EndAgeism #StandUp4HumanRights #RightsMatter
Vertical: https://youtube.com/shorts/dvR7XX8_FoE
Fullscreen: https://youtu.be/AW2PuMavbRU
Support a UN Convention on the Rights of Older Persons
Post Election 2025
Now is the Time: CCAA’s Call to Action for the Future of Aging in Canada
The election is over, and the time for action is now.
The promises made during the campaign must be followed through with concrete steps to eliminate ageism and ensure dignity and respect for older persons in every aspect of their lives.
We call upon our elected leaders and lawmakers to work with leaders of all other sectors—especially those within health, housing, and workplaces—to take immediate action to deliver and enact the necessary reforms for older Canadians.
Reaffirm the Importance of Commitment
“The time for bold leadership is now. The election is over, and it’s time for politicians and all sectors—health, housing, workplaces, and beyond—to deliver on their promises and enact the necessary reforms to support older Canadians.”
We urge all sectors to align their policies and actions with the commitment to end ageism and provide inclusive care and support for older persons. This is not just about promises—it is about creating systems that reflect dignity, inclusion, and justice for all.
Call for Accountability
Now that the election is behind us, it’s time for our leaders to demonstrate true commitment by prioritizing ageism in every policy and ensuring its systematic removal. We are watching, and we will hold them accountable.
The time for talk is over. We call upon our leaders to eradicate ageism from our policies, workplaces, healthcare, and communities, and make systemic changes to ensure older persons are treated with the dignity and respect they deserve.
Urgency to Follow Through
The election may be over, but the work is just beginning. We now call upon policymakers to follow through on their promises and enact comprehensive legislation to eliminate ageism and build inclusive systems for older persons.
The work that was promised during the election must be put into action now. We call upon policymakers to swiftly craft and implement inclusive, age-friendly systems that reflect the dignity of older persons.
Call for Action Across Sectors
It’s time for politicians and lawmakers to work together with leaders of all sectors—especially healthcare, workplaces, and housing—to act on their commitment to end ageism. From accessible care to inclusive workplaces, we must see meaningful change that directly impacts the lives of older Canadians.
Ageism doesn’t just exist in healthcare—it is pervasive across all sectors. We call upon every sector—health, housing, workplace, and beyond—to take immediate action to eliminate ageism and create systems that promote the well-being, dignity, and rights of older persons.
Encourage Political Leaders to Act Now
The leaders we elected now have a responsibility to take immediate action. We urge them to move beyond rhetoric and start implementing policies that protect and uplift older Canadians.
Now that the election is behind us, our leaders must act swiftly to address the pressing issues of ageism, neglect, and the systemic barriers faced by older persons. The rhetoric has ended—now is the time for tangible, lasting change.
Focus on the Cost of Inaction
The time for inaction is over. If we do not act now, the cost will be steep—socially, economically, and morally. The government and all sectors must now deliver on the changes we urgently need.
The cost of inaction is too high, both for older Canadians and for society as a whole. Every day of delay increases the risks—social isolation, deteriorating health, economic burden, and diminished quality of life. We call upon all sectors to take immediate action to prevent these consequences.
Create Specific Calls to Action
- We call upon the government to introduce legislation to prevent ageism in healthcare, workplaces, and housing in a timely manner.
- We call on leaders and authorities within the housing sector to implement policies that ensure accessible, affordable, and supportive housing for older persons.
- We challenge employers to create workplaces that foster intergenerational collaboration and inclusion.
- We call upon the government to introduce legislation and policies to eliminate ageism in healthcare, ensuring that older persons receive timely, effective, and respectful care, with tailored services that meet their unique needs.
These are not just suggestions; they are urgent calls for reform to all our existing systems, laws, and regulations within each sector.
We need clear, actionable steps from our political leaders and institutions.
We call upon:
- governments to introduce legislation in a timely manner,
- on housing authorities to ensure affordable and accessible housing,
- on employers to foster inclusive, intergenerational workplaces, and
- on healthcare systems to eliminate ageism and provide equitable, person-centered care for older persons.
Full document with key messages
Full Colour two page flyer with key messages. Great for sharing digitally:
- to your elected officials, and their staff.
- with your members and collegues
- with your friends and neighbours
CCAA Post Election Message – ENG
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Campaign Hashtags: #CCAA #Election2025 #OlderPersonsRightsNow #JoinCCAA
CCAA Post Election Message Images – ENG (1080 x 1350 px)
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What, Now What, So What?
This powerful video series explores why we must act now to protect the rights of older persons, invest in age-friendly policies, and confront the rising costs of inaction. Through real stories and compelling evidence, the campaign makes one thing clear: when we fail to prioritise aging in our national agenda, the consequences are felt across our economy, healthcare system, and communities.
- Human Rights at Risk: Older Canadians are being overlooked. Without a National Aging Strategy, inequities grow and rights are denied.
- Investing in Solutions: From digital inclusion to caregiving support, age-friendly policies benefit everyone—now and for future generations.
- Canada is aging fast: We need an aging strategy NOW.
- The Cost of Inaction: Delaying action will cost more—in dollars, in wellbeing, and in lost potential.
- BONUS VIDEO: Human Rights through the PRISM: a look at Canada’s health care systems
Each video follows the WHAT, SO WHAT, NOW WHAT framework to break down the issue, explain the impact, and call Canadians to take action. Watch, learn, and join the movement to #EndAgeism and #InvestInAging.
👉 Watch and share the videos. Get informed. Take action.
Canada Needs a National Aging Strategy
Investing in Age-Friendly Policies
Canada is aging fast—and our systems aren’t keeping up
Delaying action will cost more—in dollars, in wellbeing, and in lost potential.
Human Rights through the PRISM: A look at Canada's health care systems
- National Aging Strategy
- Investing in Age-Friendly Policies
- Canada is aging fast
- The Cost of Inaction
- Human Rights through the PRISM
𝗖𝗮𝗻𝗮𝗱𝗮 𝗡𝗲𝗲𝗱𝘀 𝗮 𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗔𝗴𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆: 𝗛𝗲𝗿𝗲’𝘀 𝗪𝗵𝘆
Canada’s rapidly aging population demands urgent action. By 2030, nearly one in four Canadians will be over 65, posing significant healthcare, economic, and social challenges. A national ageing strategy is essential to:
- 𝗠𝗮𝗻𝗮𝗴𝗲 𝗗𝗲𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰 𝗦𝗵𝗶𝗳𝘁𝘀: Proactively address the needs of an ageing population.
- 𝗥𝗲𝗱𝘂𝗰𝗲 𝗛𝗲𝗮𝗹𝘁𝗵𝗰𝗮𝗿𝗲 𝗦𝘁𝗿𝗮𝗶𝗻: Prioritise preventive care and improve access to resources.
- 𝗘𝗻𝘀𝘂𝗿𝗲 𝗘𝗰𝗼𝗻𝗼𝗺𝗶𝗰 𝗦𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆: Create inclusive labour policies and sustainable pension systems.
- 𝗘𝗻𝗵𝗮𝗻𝗰𝗲 𝗤𝘂𝗮𝗹𝗶𝘁𝘆 𝗼𝗳 𝗟𝗶𝗳𝗲: Promote social inclusion, age-friendly communities, and combat ageism.
- 𝗦𝘂𝗽𝗽𝗼𝗿𝘁 𝗖𝗮𝗿𝗲𝗴𝗶𝘃𝗲𝗿𝘀: Provide respite services, training, and financial support.
- 𝗙𝗼𝘀𝘁𝗲𝗿 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻 𝗮𝗻𝗱 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵: Invest in new technologies and medical advances for ageing. By developing a comprehensive strategy, Canada can ensure a healthy, inclusive, and vibrant future for all generations.
Let’s act now to make this vision a reality.
Download from Google Drive: Full Screen | Vertical
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𝗜𝗻𝘃𝗲𝘀𝘁𝗶𝗻𝗴 𝗶𝗻 𝗔𝗴𝗲-𝗙𝗿𝗶𝗲𝗻𝗱𝗹𝘆 𝗣𝗼𝗹𝗶𝗰𝗶𝗲𝘀: 𝗪𝗼𝗿𝗸𝗽𝗹𝗮𝗰𝗲 & 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗜𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻
Older adults in Canada face substantial barriers in various aspects of life, including healthcare, housing, and especially the workforce, often exacerbated by limited digital access. These challenges not only hinder their ability to fully contribute to society but also place increased strain on our healthcare system and economy.
By investing in age-friendly policies, particularly in the realms of workplace inclusion and digital literacy, we can make a significant difference. Here’s why:
- 𝗘𝗻𝗵𝗮𝗻𝗰𝗶𝗻𝗴 𝗪𝗼𝗿𝗸𝗽𝗹𝗮𝗰𝗲 𝗜𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻: Support for older workers is vital. Tailored training programs, flexible work arrangements, and policies combating age discrimination can ensure that older adults remain active in the workforce, sharing their valuable skills and experience while maintaining their financial independence.
- 𝗕𝗼𝗼𝘀𝘁𝗶𝗻𝗴 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗟𝗶𝘁𝗲𝗿𝗮𝗰𝘆: In an increasingly digital world, ensuring that older adults have access to and understanding of digital tools is crucial. Investing in digital education and support can help older Canadians stay connected, access essential services, and participate more fully in modern society.
By implementing these age-friendly policies, we can unlock the full potential of older Canadians, fostering a more inclusive, supportive, and vibrant society for all ages. Let’s make it happen!
Download from Google Drive: Full Screen | Vertical
Share from YouTube: Full Screen | Vertical
Canada is aging fast—and our systems aren’t keeping up
By 2030, 1 in 4 Canadians will be over 65. But older adults are still being overlooked in health care, housing, policy, and public life. The result? Isolation, poor health, economic strain—and a future that fails all of us. What we permit, we promote. It’s time for bold leadership across all sectors—not just health care. Join the movement to eliminate ageism and protect human rights at every age.
Download from Google Drive: Full Screen | Vertical
Share from YouTube: Full Screen | Vertical
Delaying action will cost more—in dollars, in wellbeing, and in lost potential.
Aging is inevitable—but how we respond to it is a choice. In Canada, ignoring aging-related issues isn’t just short-sighted—it’s expensive. Delaying action means rising healthcare costs, inequality, and missed opportunities to tap into the potential of older adults. This video explores why investing in age-inclusive policies now will save money, improve wellbeing, and unlock the full value of an ageing population. The longer we wait, the higher the cost. Let’s act now—for everyone’s future.
Download from Google Drive: Full Screen | Vertical
Share from YouTube: Full Screen | Vertical
“Care is not a favour. It’s a human right.”
Canada’s healthcare systems are failing older people—not because of lack of need, but because of ageism. That’s unjust, dangerous, and costly. We need a new culture of care: one that filters out bias and puts people first.
The PRISM approach helps us do just that—by eliminating harmful “-isms” like ageism, ableism, and racism from health systems.
💥 What you permit, you promote. Be part of the solution.
Join the movement to end ageism in healthcare.
#EndAgeism #HealthcareForAll #HumanRights #AgeInclusion #CanadianHealth #PRISMApproach #OlderAdultsMatter #StopAgeism #CCAA #JusticeInCare #SystemicChange #AgeEquity #RespectAndDignity
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In their words
This video series features powerful lived experience testimonials from older adults who have encountered ageism in health care, workplaces, communities, and everyday life. Through their voices, we hear how age-based stereotypes, discrimination, and systemic barriers affect real people—and why change is urgently needed. These stories challenge assumptions, foster empathy, and call on all of us to take action against ageism in all its forms.
- Dr. Olive Bryanton sheds light on how ageism in health care—conscious or not—leads to real harm, from ignored symptoms to reduced access to treatment.
- Dr Satya Brink challenges health professionals to examine implicit bias and systemic discrimination in health care.
- Marie Howell shares her husband’s journey through late-life mental illness and the health care system.
A special message from Dr. Olive Bryanton
A special message from Dr. Satya Brink
A special message from Marie Howel
A Special Message from Dr. Olive Bryanton
Older people deserve more than “What do you expect at your age?”
This powerful video exposes the ageism too often experienced by older adults in health care—from ignored pain to denied treatment. It’s a call to action for health professionals everywhere: reflect on your attitudes, change your approach, and deliver care that respects every stage of life.
#EndAgeism #HealthEquity #OlderAdultsMatter #AgeWithDignity #PatientCenteredCare #AntiAgeism #HealthcareJustice #MedicalBias #AgeInclusiveCare #GlobalHealth #AgeismInHealthcare
Download from Google Drive: Full Screen
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A Special Message from Dr. Satya Brink
When you see an older woman of colour in your clinic, what assumptions do you make?
This powerful video calls on all health professionals to confront the biases—ageism, racism, sexism, ableism—that shape outcomes and experiences in health care.
Will you be part of the solution? 💬
#HealthEquity #EndAgeism #BiasInHealthcare #WomenInMedicine #HealthcareJustice #PatientCentredCare #Intersectionality #AntiRacism #MedicalBias #ImplicitBias
Download from Google Drive: Full Screen
Share from YouTube: Full Screen
A Special Message from Marie Howell
“My Jim mattered.”
In this deeply moving testimony, a wife shares her husband’s journey through late-life mental illness and the health care system. From invisibility and neglect to recovery and hope, this story is a powerful call to action for clinicians: treat the person, not just the disease. Ageism in healthcare can be deadly—but one compassionate decision can bring someone back from the brink.
Watch now to see how dignity, advocacy, and empathy can truly change lives.
🔗 Learn more and join the movement to end ageism: ccaageism.ca/join
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Share from YouTube: Full Screen
Ageism Resources
Ageism is a pervasive and multifaceted form of discrimination that infringes upon the human rights of older persons. It manifests in various forms and leads to significant health, social, and economic challenges for Canada’s aging population.
Guided by the WHO’s Global Report on Ageism, the Canadian Coalition Against Ageism is committed to eliminating ageism through evidence-based interventions, including education, intergenerational initiatives, and the development and enforcement of robust policies and laws. These efforts am to protect the dignity and rights of older adults, ensuring they are valued and respected members of society.
Ageism is a form of discrimination and stereotyping based on age, which predominantly affects older individuals.
Educate yourself about ageism with the Ageism 101 Fact Sheet!
Campaign Hashtags: #AgeismAwareness #StopAgeism #ElimateAgeism #CCAA
English Captions docx pdf
Complete Toolkit (Captions and images)
English Images
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Hashtags de la campagne: #SensibilisationAgisme #EliminerlAgisme #CCAA
les sous-titres français : docx pdf
la boîte à outil complète (sous-titres et images)
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The Canadian Coalition Against Ageism commissioned an Ipsos poll on ageism awareness. This Ipsos poll was conducted online from September 25th to 30th, 2024, with a sample of 1,000 Canadians aged 25+.
Key Poll Findings:
- While 54% of Canadians are familiar with the concept of ageism, 87% fail to grasp its widespread prevalence. With nearly half of the global population harbouring ageist attitudes, this lack of awareness of the issue is deeply alarming.
- 64% of Canadians acknowledge that feelings of age discrimination harms mental and physical health.
- Meanwhile, 42% express anxiety about aging themselves, and 31% report experiencing self-ageism, such as negative feelings about their own aging.
- Just 44% of Canadians agree that ageism has a negative economic toll, underscoring the need to raise awareness about its far-reaching societal and
financial impacts.
To access the IPSOS poll results please visit: https://www.ipsos.com/en-ca/public-opinion-on-awareness-of-ageism-in-Canada-2024
Social media resources:
Survey release
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Survey results
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On June 5th the Canadian Coalition Against Ageism, International Longevity Centre-Canada and other partners hosted a forum in Ottawa on “Ageism and Health Care, Community Care, and Support.”
The forum brought together a diverse group of participants to discuss ageism, including older persons, researchers, health care professionals, and community organizations.
Four priority areas that emerged for action were:
- Embedding ageism education in health care training,
- Promoting positive narratives about aging and awareness campaigns for the public,
- Inclusion of older adults in research planning (e.g., as lived experience advisors), and
- Strengthening intergenerational work with appropriate partnerships and funding.
Key Messages:
- Health Care Must Change: Ageism leads to older persons being dismissed, ignored, or receiving substandard care. Addressing these biases ensures that age does not determine the quality of care received.
- Education is Critical: Teaching about ageism in schools, workplaces, and health care is one of the most effective strategies for change.
- Intergenerational Connection: Programs fostering relationships between younger and older persons reduce stereotypes and promote understanding.
- Nothing About Us Without Us: Older persons must be central to decision-making and research. Their lived experiences provide invaluable insights that drive meaningful change.
To access the full Ageism Report in English or French please visit:
Social Media Resources:
Survey release
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Action Items to Address Ageism Based on IPSOS Findings and CIHR Forum Results
- Raise Public Awareness: Launch targeted campaigns to educate the public on the harmful effects of ageism, emphasizing its prevalence and societal impacts. Utilize clear, evidence-based messages to challenge stereotypes and reshape aging narratives.
- Systematically Include Older People: Ensure older persons are actively included in all areas of society, such as research, policy-making, education, and the development of age-inclusive practices and programs.
- Develop Comprehensive Education Programs: Implement educational initiatives across all age groups and sectors, with health care workers as a priority target. These programs should address the fundamentals of ageism and foster empathy, respect, and understanding.
- Promote Intergenerational Engagement: Create and fund intergenerational programs that encourage meaningful interactions between different age groups. These initiatives should focus on mutual learning and combating stereotypes through shared experiences.
- Foster Scientific Advocacy and Innovation: Support research and development aimed at advancing understanding and creating solutions for age-inclusive communities. This includes prioritizing participatory research that incorporates the lived experiences of older persons.
Brand Guidelines
Our brand is more than just a logo or a tagline—it’s how people experience the Candian Coalition Against Ageism. Consistency across touchpoints strengthens recognition, builds trust, and communicates our values to the world. By following the guidelines and using the resources provided here, you’re helping to maintain the integrity of our brand.
CCAA + ILCC Logo
The dual logo incorporates the ILCC logo should be used for most applications to represent the connection between ILCC and CCAA.
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CCAA Bilingual Logo
The bilingual CCAA logo includes the leaf and coalition name in both English and French.
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CCAA Graphic Element
The CCAA leaf can be used as a graphic element.
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Primary colours
Crimson Red (#a80000), Grey Blue (#6e90ad), Venice Blue (#0b617e)
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Secondary colours
Dusky Blue (#3f5e9b), Denim Dark Blue (#192689), Bondi Blue (#0097B2)
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Neutral colours
White (#FFFFFF), Black (#232323), Dawn Pink (#EDEBEB)
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Use a mix of positive, diverse, simple and clean images to represent CCAA. Can be in colour or black and white.
Portrait Images
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Lifestyle Images
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Primary fonts
Montserrat is the primary font and can be used for everywhere. Montserrat Bold and Semi Bold is used in a variety of sizes as headline, subhead or button text to call attention and separate sections.
To download Montserrat Family fonts
https: //fonts.google.com/specimen/Montserrat
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Secondary Font
Karla is used for body copy and softer headlines.
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To download Karla Family fonts
Digital and printed content for CCAA is to be written using these key messages as the foundation.
- Ageism is how we think, feel and act towards others or ourselves based on age. This age discrimination violates human rights.
- 63% of older adults surveyed felt they had been treated unfairly based on their age.
- Ageism is everywhere. It takes a toll on your quality of life, including harming your physical and mental health.
- Every person deserves to be treated with dignity, respect, and fairness. Let’s create a more inclusive society together.
- People have the right to work at any age. Talent is ageless. Teams with older and younger people are more creative and productive.
- The Canadian Coalition Against Ageism (CCAA) is a national (Pan-Canadian) social movement to end ageism against older people while protecting and strengthening their human rights.
- The CCAA will advocate for laws, policies and practices that support the human rights of older adults, including a UN Convention on the Rights of Older Persons.
Create CCAA branded slideshows with this blank template.
Promote CCAA
Looking for an easy way to promote the Canadian Coalition Against Ageism? We’ve put together six images and captions that you can download and share on your social media platforms in both French and English.
