The “Our power is our number” ad drive, which was created in-house, launches on 5 April and is the first campaign the charity has launched since unveiling its new identity.
It is part of a wider effort to build awareness of the new brand and the services the organisation offers to older consumers.
Dick Stroud, managing director of 20plus30, a marketing consultancy that specialises in marketing to the over-60s, says: “The election is an obvious issue [for Age UK] to build a campaign around because of the propensity of older people to vote”, but he says the strapline veers towards a “threatening tone” without describing Age UK’s role.
The number of people aged 60 or over is set to rise by 50% in the next 25 years, according to Age UK. It hopes to drive the message that the ageing population is the “greatest global transition to face society this century”, alongside climate change.
Age UK is working with creative agencies Karmarama and Kitcatt Nohr Alexander Shaw, digital agency Agency.com and media agency Manning Gottlieb OMD on a brand campaign including television and print advertising and a direct mail drive to 2.5 million people.
The new brand identity and logo were developed by design consultancy Corporate Edge.
The merger of the financial services arms of both organisations created a services provider that currently serves 1 million customers. Age UK plans to launch new products aimed at the over-60s this year.