A new approach to reducing ageism in the second half of life.

HALFLIFE is a five-year, ERC-funded research project that aims to develop effective strategies to combat ageism worldwide. The project studies ageism - stereotypes, prejudice, and discrimination based on age - in people aged 60 and over.

Rather than using a one-size-fits-all method, it takes a personalised, theoretically grounded approach to reducing both self-directed and other-directed ageism, including its unconscious dimensions. Using an "intervention accelerator," the team will run lab and field randomised controlled trial tournaments across three countries to build a portfolio of proven interventions. Finally, to ensure these findings scale up, HALFLIFE will establish and support Communities of Practice involving practitioners and policy stakeholders at both local and global levels.