Focusing on the second half of life, the World Health Organisation (WHO) published a plan that outlines key principles, strategies and actions that can be taken through sustained collaboration to bring about lasting change in the way we think, feel and act towards age and ageing. These will include better policies, programmes and practice to eliminate ageism in sectors including health, employment and education; tools to measure and assess ageism and disseminate age-disaggregated information; campaigns to reduce self-directed ageism and increase public knowledge and understanding of healthy ageing.