Older adults and their families need aging services more than ever–but many are confused about what services are available and how to begin to access them.

Opening Doors to Aging Services, a LeadingAge initiative, provides research-based communications strategies, messages, and tools to raise awareness and improve public understanding about the range of support the aging services providers offer. That comprehensive set of materials is available on a new dedicated website OpeningDoors.org. Now LeadingAge provides a series of easy-to-access learning sessions to help you implement Opening Doors guidance in your work.

QuickCast Series

Gain an introduction to the initiative with the Spotlight feature in the LeadingAge Learning Hub offering three QuickCast segments. LeadingAge Senior Vice President, Communications and Marketing Susan Donley and Director, Public Messaging Gwen Fitzgerald outline the project’s core components in these sessions, which are free to LeadingAge members:

• About the Initiative
• Research Findings
• Strategies and Messages

Monthly Live Workshops

Seeking a deeper understanding? A four-segment monthly workshop series on Opening Doors is available. Getting the Word Out, a 90-minute workshop on implementing the communications strategies and messages across social media and websites and through media relations, kicks off the series on January 27. In addition to learning how to deploy the best tactics to introduce aging services to the public, participants in each workshop will gain access to an array of communications templates to support their work. Register for the live January webinar now!

The series continues with message guidance (February) and creating community events and building partnerships (March). The April workshop will showcase new campaign materials for a broad consumer audience. Each workshop will debut live and will be recorded for later viewing.

In-person Leadership Summit Intensive

Attending the 2022 LeadingAge Leadership Summit March 28-30 in Washington, DC? Join the half-day intensive workshop for an in-depth exploration of the initiative, breakout groups to strategize with other leaders, a panel discussion with sector experts, and more. Participants also will get an inside look at the new consumer-facing campaign creative assets designed to introduce the full aging services sector to the public.

LeadingAge members and leaders are enthusiastic to reset the aging services narrative and emphasize the vital services and dedicated care professionals providing them. “We have the chance to reshape how we view ourselves and, specifically, how the public views us,” said LeadingAge Board Chair Mike King, president and CEO Volunteers of America.

LeadingAge has made adopting the new Opening Doors to Aging Services communications framework easy to access and easy to use. Please dive into these resources today!