The Gerontological Society of America (GSA) is announcing the launch of the new National Center to Reframe Aging as the central hub for the movement to reframe aging on behalf of the Leaders of Aging Organizations collaborative. After nearly three years of building the foundational capacity for the Reframing Aging Initiative, GSA is poised to take the initiative to the next level — increasing visibility of this important endeavor, maximizing integration of the effort within the field of aging, and reaching related professional audiences.