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Age UK is launching its first ever TV campaign, aiming to raise awareness of its work, the products and services it provides, the need to raise funds and how people can get involved.


Age UK is the new force combining Age Concern and Help the Aged. It revealed its new brand identity last month, following the merger of the charities and several subsidiary companies last year.


The TV campaign includes four executions, all focusing on the creative theme of the voice of older people, featuring a veteran director, producer, actors and voice artists.

The first advert will hit the screens on 19th April (airing within ITV1's Emmerdale) and features Brian Cox, aged 63, who is known for his roles in Shakespearean drama and appearances in Braveheart, Rob Roy and The Bourne Supremacy.


Brian Cox appears in the first two creative executions, featured in close up, speaking to camera about the issues and concerns of people in later life, with the audio voiced by different older people from across the UK. The subject matter highlights a range of issues people face as they get older, including the fear of memory loss; the wish to work beyond the age of 65; a desire for companionship; the need for products and services tailored to people in later life and how Age UK can help.


As the campaign runs, a second set of adverts, which uses the same creative technique, is introduced. Due to air from the end of April, these feature Sir Ian McKellen, aged 70, who is famous for his varied roles in the Lord of the Rings trilogy, Coronation Street, X-Men and the forthcoming series The Prisoner. This execution focuses on how people in later life can feel isolated and the need to raise awareness and funds to support the work of Age UK.


The third execution, which focuses specifically on Age UK Enterprises' products and services including insurance, energy provision, and funeral plans*. This is fronted by actress Eleanor Bron. Aged 72, Eleanor is famous for her roles in Alfie, Women in Love and Black Beauty, as well as being the voice of the BT error messages.


Each ad ends with the strapline: "Age Concern and Help the Aged have joined forces, to create Age UK, a new powerful organisation to make your later life better". Both were directed for the agency Karmarama by Richard Loncraine, aged 64, acclaimed director of films Richard III, Wimbledon, TV's Band of Brothers and BT's 'It's good to talk' adverts featuring Bob Hoskins.


Loncraine said: "I wanted to lend my support to the campaign and feel that the creative will be a really powerful tool. Brian, Sir Ian and Eleanor all did a fantastic job of getting across the need to support older people."


The introduction of the Age UK name and brand marks a major milestone in the journey to create a single new organisation that will work to improve the lives of people in later life. This journey has been driven by the belief that alongside climate change, population ageing is the greatest global transition to face society this century and that change is needed to meet this challenge.


Lisa McCormack, Marketing Director for Age UK said: "The launch of the new brand required a fresh approach to how we communicate to our supporters, donors and the people who use our services. The TV campaign represents the need to speak with one powerful voice and highlight the needs of people in later life and how we can help. Brian, Sir Ian and Eleanor have lent their faces and voices to the campaign and we believe their support will help us to raise awareness and funds for the valuable work of Age UK."


The TV campaign is being complemented with a multi-faceted marketing campaign to build awareness of the services Age UK provides, what it does and how people can get involved. Including an extensive direct mail campaign, national print advertising and a media relations campaign, Age UK is being supported by the following agencies; advertising agency, Karmarama, integrated agency, Kitcatt Nohr Alexander Shaw, media agency, Manning Gottlieb OMD and digital agency, Agency.com. The new identity and branding for Age UK was by design consultancy, Corporate Edge and PR agencies, Good Relations and Teamspirit are providing media relations support.

Interview With Brian Cox


Eleanor Bron Interview


Ian McKellan Interview


Visit Age UK web site







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