Elderly stigmatization, denigration, and discrimination in the Entertainment Industry has had a massively adverse impact on cultural attitudes towards seniors in America. Age prejudice in media is rampant, as we see roles for seniors – especially women – in TV and films disappear in an industry that unduly worships youth, and narrowly defines vitality. “Old People Jokes” are also widespread. Seniors appear to be the last segment of society where public humiliation is permissible. While excused as ‘comedic,’ in truth, the media’s deprecation of seniors gives society moral license to unthinkingly discriminate against elderly people in health care, housing, and employment. We are determined to target industries and programming that demonstrates disrespectful and defamatory perceptions of the elderly in all forms.