Today, the NYC Department for the Aging (NYC Aging) unveiled Ageism Stops With You at the City Store in downtown Manhattan, a groundbreaking, intergenerational media campaign using print and video advertisements to spark dialogue across the city. The campaign reminds New Yorkers that ageism touches everyone. It urges New Yorkers to see it, name it, and stop it, because a city that values every generation is a stronger, fairer city for all.
At the launch event, NYC Aging was joined by the Department of Citywide Administrative Services (DCAS), the Department of Education (NYC Public Schools), and the Department of Youth and Community Development (DYCD), underscoring a united, citywide effort to combat ageism. Together, the agencies highlighted how New York City is setting a new standard for what it means to age with respect and inclusion through media, workforce development, education, and intergenerational programming.
The campaign’s centerpiece video, which debuted at the press conference, will air on local television stations and promoted in partnership with DYCD across social media to engage younger New Yorkers and encourage intergenerational dialogue about ageism. The broader Ageism Stops With You campaign is already visible across subways, buses, LinkNYC kisoks, social media, and ethnic and community media outlets, supported by an informational page about ageism on NYC Aging’s website.
Ageism Stops With You builds on the Adams administration’s strong record of supporting older New Yorkers. Over the past three years, the City has expanded opportunities for older adults through the Cabinet for Older New Yorkers, sustained NYC Aging’s budget beyond the end of federal CoViD-19 relief funding, and launched programs that redefined how cities support aging populations.
This campaign represents the latest milestone in a citywide movement to combat ageism and advance an age-inclusive New York where every generation can live, work, and thrive.
“To be an inclusive city, we must serve all New Yorkers, regardless of their age,” said New York City Mayor Eric Adams. “Our administration has taken great strides to support our older adults through increasing access to the services and care they need, but we also know that we must combat ageism so that everyone has a chance to thrive. That is why the Ageism Stops With You campaign takes a multi-agency approach to challenging the stereotypes and barriers every generation faces. I commend our partners at NYC Aging, New York City Public Schools, the New York City Department of Citywide Administrative Services, and the New York City Department of Youth and Community Development for collaborating on this important effort. Together, we are building a more welcoming and inclusive intergenerational city for all.”
“Ageism is an insidious form of discrimination that cuts across race, culture, and age,” said NYC Aging Commissioner Lorraine Cortés-Vázquez. “The Ageism Stops With You campaign reminds us that everyone can be affected, but also that anyone, no matter their generation, can contribute to their workplaces and their communities. With older New Yorkers continuing to play a growing role in our city, this campaign and the initiatives we highlighted today, move us closer to eliminating ageism and ensuring every New Yorker can age with respect and dignity.”
Among the City’s ongoing efforts to combat ageism, NYC Aging and DCAS launched the Silver Stars program in 2022 for City retirees. The program brings back experienced members of the City’s workforce, allowing them to earn extra income while sharing their knowledge with younger employees. Through this intergenerational approach, New York City demonstrates how employers can benefit from age-diverse workplaces and the exchange of experience and innovation. There is currently 136 Silver Stars employed across City agencies.
NYC Public Schools and DYCD are both members of the Cabinet for Older New Yorkers. Through the Cabinet, two intergenerational programs have been launched, and have since been designated as ‘Programs of Merit’ by the national organization, Generations United.
NYC Public Schools uses a resource guide to teach students about ageism, helping them recognize it early and prevent it as they become active members of their communities. So far, more than 1,800 students have taken these classes, and the initiative has expanded to additional schools and grade levels across the city.
DYCD’s “My NY Story” program brings together young and older NYCHA residents at DYCD Cornerstone programs. These participants share their experiences and discover common ground, building connections that break down stereotypes and promote mutual understanding. In 2025, 100 residents participated in the program, including both youth and older adults, who together engaged in more than 100 hours of storytelling.
“Age should never limit opportunity or the ability to contribute,” said DCAS Commissioner Louis A. Molina. “Programs like Silver Stars and our intergenerational initiatives reflect how experience and innovation strengthen our workforce and our city. The Ageism Stops With You campaign shows us that every generation brings value and that we all share a role in calling out ageism when we see it. We are proud to have this campaign featured right here at 1 Centre Street, reminding New Yorkers that respect, inclusion, and dignity must be at the heart of how we serve one another.”
“Our students are growing up in one of the most diverse cities in the world, and it is our responsibility to teach them respect for all,” said NYC Public Schools Chancellor Melissa Aviles-Ramos. “Ageism is learned, but so is empathy. When we fight back against age-based stereotypes, we are building a culture rooted in dignity, respect, and connection. NYC Public Schools is proud to stand with our city partners to ensure every New Yorker, no matter their age, is seen, heard, and valued.”
“Over the last four years, the Adams administration has made important inroads to support New Yorkers across all generations through workforce development initiatives and special programming. This includes the continuation of DYCD’s annual My NY Story—a partnership with the Department for the Aging (NYC Aging) that brings together our city’s youth and older generations—which I am proud to say received a Program of Merit award from Generations United,” said NYC Department of Youth and Community Development (DYCD) Commissioner Keith Howard. “DYCD is thrilled to join Commissioner Cortés-Vázquez and our sister agencies in supporting this NYC Aging campaign to combat ageism across NYC. It is vital that we continue to bridge generational gaps, and pay forward our personal stories and narratives that will help the next generation in their life journeys.”
In 2010, the number of older New Yorkers surpassed the number of school-aged children, and the gap continues to grow, with about 20% of the city’s population projected to be age 60 or older by 2040. These initiatives help the City plan and prepare for the future.
