This presentation will provide an overview of responses to ageism around the world including global, national, local and regional initiatives, grassroots movements and campaigns. Efforts to dismantle ageism around the world are more a slow burn than a revolution. Why? Because initiatives to combat ageism face multiple and common challenges which include: • Lack of an overarching human rights framework • Lack of coordination • Translation • Precarity • Absent from political agendas • Lack of monitoring and evaluation • Media representation • Ageism in data • Lack of life course approaches in education and training • Segregation of older people. From slow burn to revolution From the perspective of a practitioner, six key principles have emerged as lessons from the field which are foundational and may be applicable in different settings. The best chance to sustain effort is to build an ecosystem perspective, to ‘join the dots’ so that if efforts falter, the challenge is embedded in other initiatives like upholding the human rights of older people, Age Friendly Cities and Communities and growing intergenerational solidarity approaches. The principles • Lesson 1. Start where people are at. • Lesson 2: The coalition IS the intervention • Lesson 3: This is not about one thing – campaigning is multifaceted and long term. • Lesson 4: Things change over time. You can’t always anticipate your opportunities • Leson 5: Comms, comms, comms • Lesson 5: When the money runs out good governance and strong relationships will sustain you. • Lesson 6: Monitor and Evaluate.