Age Concern is looking for an advertising agency for a campaign to be launched in the new year.
Age Concern communications and marketing director Neil Churchill will oversee the appointment of the agency. The AAR is handling the search and a list of undisclosed agencies has already been drawn up.
The campaign, which could involve Age Concern returning to TV advertising, will be aimed at encouraging the elderly to become members of the charity. It is not yet known how much the business will be worth.
The charity has yet to decide on the details of the membership scheme, but Age Concern believes that by encouraging older people to group together as members, it can increase its campaigning power. The way in which the elderly access the support services offered by the charity could also change as a result of the scheme.
The project was first mooted by Age Concern director-general Gordon Lishman last year, after research showed that 70 per cent of people thought age discrimination was still prevalent.
The charity uses not-for-profit marketing agency Whitewater for its direct mail tasks, although the agency also produced a TV campaign for the charity last year featuring an 84-year-old woman dying alone in her flat.
Age Concern is the UK’s largest organisation for the elderly. On a local level, Age Concern provides services such as day centres, and nationally it campaigns on issues affecting the over-50s.