The Director of Public Messaging at LeadingAge, a national organization serving older adults through aging services providers, talks about Opening Doors to Aging Services. The initiative shares research, strategies, and tools for aging services professionals to positively promote this sector to older adults, families, and potential team members. About Gwen Gwen Fitzgerald is a communications professional and community activist. She serves as Director, Public Messaging at LeadingAge, a professional association representing more than 5,000 nonprofit aging services providers and other mission-minded organizations that touch millions of lives every day. As project manager for the Opening Doors to Aging Services initiative, she develops and shares the research, strategies, and tools to guide aging services professionals in introducing the aging services sector to older adults and their families—and, in doing so, to shift perceptions positively. Prior to joining LeadingAge in 2021, she worked with teams to develop communications and marketing campaigns that inspire audiences to act and advance public safety and human rights. After business hours, she is a ceramic artist (hobbyist), dog fanatic, and Board member at Oakwood Arts in Richmond, VA, where she lives with her husband and dog. Key Takeaways Findings from the Opening Doors to Aging study show extraordinary support for caregivers. Words to describe professional caregivers are strong and complimentary—compassionate, dedicated, essential and professional. Aging services professionals should incorporate the role of professional caregivers in all their communications. There is fear and denial of aging—resistance to thinking about the changes coming to our bodies and to our lives. Communication should be upbeat. Opening Doors to Aging recommends eight core communication strategies and a Provider Inspiration Guide with different types of communications channels. A visual design guide recommends words and pictures. LeadingAge created a public service campaign called Keep Leading Life that defines the sector and provider types. The aging services sector does not have a public perception crisis. The study asked, “What are your views of Aging Services?” and “Do you trust aging services providers?” Responses show the public views aging services favorably. Results show 68% have a positive view and 70% would recommend aging services to others.