Live Webcast Launch of ICAA's “Rebranding Aging” Movement, Monday, May 9, at 1 p.m. Eastern

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Colin Milner, CEO of the International Council on Active Aging (ICAA), and fitness expert Kathy Smith announce major initiative to reposition 50+ market

A ground-breaking movement aimed at shifting society’s perceptions of aging and countering aging stereotypes will launch on Monday, May 9 in the Washington, D.C. area. The “Rebranding Aging” initiative is spearheaded by ICAA, led by CEO Colin Milner with support from fitness expert Kathy Smith, who will serve as a spokesperson for the movement. “Rebranding Aging” will leverage the numbers, needs, desires and purchasing power of the 50+ market to win the attention of marketers and the media.

According to Milner, “The untapped human potential of this market is enormous. It simply does not make sense to ignore it because of aging stereotypes,” he asserts. “We chose the term ‘rebranding’ because it resonates with marketers and the media—key drivers of society’s perceptions about aging. Recent research shows they are off the mark: The majority of adults over age 55 feel today’s advertising does not reflect their current lifestyle, and they are turned off by marketing messages targeted to them. With the Rebranding Aging campaign, we’re launching a new movement across North America aimed at shifting those perceptions, and maximizing opportunities at every age. By changing these views and expectations,” Milner continues, “society will not only manage population aging better, but also promote a new way of aging. This is the overarching purpose of ICAA.”

Smith, who turns 60 this year, adds that “the concept of active aging is a major focus for me now, both personally and professionally. In this new era of my career and my life, I’m more passionate than ever about helping people of all ages experience life to the fullest.”

Growing a movement

In the coming months, as part of the Rebranding Aging movement, ICAA will create and share new communications guidelines; create a clearinghouse for best practices, guidelines, resources, images and references for use by the media and industry; and launch the ICAA Champions program. ICAA Champions are individuals who will visit schools and community-based organizations to demonstrate that rethinking the way we age will help everyone age better.

One of the ICAA Champions deliverables will be charging individuals to earn their Presidential Active Lifestyle Award (PALA). ICAA Champions will also participate in support of First Lady Michelle Obama's "Let's Move! initiative," which provides opportunities for intergenerational events that build relationships between youth and older people. For more information on the PALA please visit: http://www.millionpalachallenge.org.

How you can help

Engage your organization in the Rebranding Aging movement! Start thinking about enlisting Champions who can serve as educators and role models for their peers and for younger people. In the near future, you will be able to download resources and publicity materials from the ICAA website for use in your communities and in intergenerational programs in schools and other settings. Create a culture of optimism and opportunity among your constituencies that will help overturn negative stereotypes and encourage more positive, realistic views of aging. Participate in our webcast to show your support and learn how you can help create a society that recognizes, respects and responds to the rich potential of our older population.

The webcast will take place at 1 p.m. Eastern time at the Hyatt Regency in Bethesda, Maryland. To access this live webcast, register ahead of time at https://cc.readytalk.com/r/byeg7l2hfs45. An email with further details will be sent to you. Please also see the attached FAQ for more information on the Rebranding Aging movement.

Speakers will include:

Henry Lodge, MD, assistant clinical professor of medicine, Columbia University, and co-author of Younger Next Year and Younger Next Year for Women. Lodge will present the science behind positive aging and the benefits of maximizing older adults’ “untapped potential.”

ICAA CEO Colin Milner will provide details on the Rebranding Aging movement and its implications for media, marketers, families and individuals throughout North America.

Fitness expert Kathy Smith will introduce the ICAA Champions program and explain how organizations and their older-adult customers can participate in the endeavor.

Neil Knox is a 90-year-old resident of Atria Darien in Darien, Connecticut. This ICAA Champion will talk about why he decided to get involved and his expectations of the program.

About the International Council on Active Aging (ICAA)
Website: http://www.icaa.cc

The International Council on Active Aging® is the professional association that leads, connects and defines the active-aging industry. ICAA supports professionals who develop wellness facilities, programs and services for adults over 50. The association is focused on active aging—an approach to aging that helps older adults live as fully as possible within all dimensions of wellness (i.e., physical, social, environmental, vocational, intellectual, emotional and spiritual)—and provides its members with education, information, resources and tools.

As an active-aging educator and advocate, ICAA has advised numerous organizations and governmental bodies, including the US Administration on Aging, the National Institute on Aging (one of the US National Institutes of Health), the US Department of Health and Human Services, Canada’s Special Senate Committee on Aging, and the British Columbia ministries of Health, and Healthy Living and Sport.

About ICAA CEO Colin Milner
website: http://www.icaa.cc/about_us/founder.htm

Colin Milner, founder and chief executive officer of the International Council on Active Aging (ICAA), is one of the world’s visionaries on the health and well-being of the older adult. For the past three years, the World Economic Forum has invited Milner to serve on its Network of Global Agenda Councils, recognizing him as one of “the most innovative and influential minds” in the world on aging-related topics. Milner has been involved in the health and fitness industry since 1982. He managed large and small fitness clubs before founding Canada’s first national fitness trade magazine, Club Direct , in 1990. Milner went on to become vice president of sales and marketing at Keiser Corporation, where he also served as chief operating officer of the Keiser Institute on Aging. Prior to establishing ICAA in 2001, he was president of IDEA Health and Fitness Association.

About Kathy Smith
Website: http://www.kathysmith.com
Photo Credit: AcaciaLifestyle.com

For more than 30 years, Kathy Smith has stood at the forefront of the fitness industry, with a collection of bestselling books and DVDs on exercise, nutrition, health and wellness. Her contributions to various media outlets highlight her mission to inspire the best in others, with appearances including The Today Show, Larry King Live, Oprah, and many more. From weight loss programs to methods for reaching peak performance in everyday life, Smith continues to release new lifestyle programs,including Ageless with Kathy Smith: Staying Strong, a new workout DVD with Acacia; Rejuvenation, a line of DVDs and equipment designed to renew and restore the body. A member of the Video Hall of Fame, Smith also received the Lifetime Achievement Award from IDEA, the world’s largest organization of fitness professionals.

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Colin Milner

Marilynn Larkin
International Council on Active Aging
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