The National Center to Reframe Aging — which provides expertise in effective communication strategies surrounding aging issues — has established a new strategic partnership with the National Rural Health Association (NRHA) through the National Rural Age-Friendly Initiative, a program focused on transforming age-friendly care in rural communities.

This collaboration comes following a three-year, $1.8 million grant awarded to NRHA from The John A. Hartford Foundation. The grant will enable the expansion of the National Rural Age-Friendly Initiative, equipping NRHA’s tens of thousands of members with resources, best practices, and technical support to ensure older adults in rural areas receive age-inclusive care.

“We are thrilled about this new partnership with NRHA,” said Patricia D’Antonio, BSPharm, MS, MBA, BCGP, executive director of the National Center to Reframe Aging and the vice president for policy and professional affairs at the Gerontological Society of America. “Messaging plays a crucial role in improving rural care by challenging outdated perceptions and addressing the unique needs as Americans age in rural communities. We are grateful for visionary funders like The John A. Hartford Foundation, committed to empowering our communities by promoting age-friendly communications.” 

As a key partner, the National Center to Reframe Aging will bring its expertise in evidence-based communication strategies to support NRHA in building and amplifying awareness of this initiative. This collaboration will focus on applying strategic messaging across outreach materials and communications shared at the state, regional, and federal levels. By working together, the National Center aims to enhance age-inclusive care and raise awareness of the unique needs of the one in five older adults living in rural areas.

“NRHA is excited to work with the National Center to Reframe Aging to continue to bring resources and training to our members and partners,” said Amy Elizondo, chief strategy officer of the NRHA. “These partnerships are essential to helping older adults in rural communities access age-friendly care.”