Age UK launches ‘more positive’ campaign to celebrate later life

Age UK has launched a new marketing campaign with a ‘more positive and ambitious approach’ aimed at changing people’s attitudes towards ageing and getting them to celebrate later life.

Video: Age UK’s “Love Later Life” campaign kicks off with a TV advert

The charity is kicking off the campaign with a TV advert featuring a poem written by Roger McGough that describes ageing as a “way of life”. It aims to encourage people to think differently about getting older and demonstrate older people’s role in society.

The TV spot is supported by a “Love Later Life” platform that shows stories about the charity and also features support from celebrities including Sir Roger Moore, Alastair Stewart and Zoe Wanamaker. The charity will also be supporting the campaign on Facebook and Twitter.

The shift in marketing strategy comes after the results of a study by Age UK found that while more than three-quarters (77 per cent) of people are looking forward to living longer, 91 per cent believe changes need to be made to help people lead a better life when they get older. The charity is also appealing for policy change by Government to increase investment in services that an ageing society will require, including improved care homes.

Caroline Abrahams, charity director at Age UK, says: “Age UK is passionate that everyone should have the opportunity to be able to make the most of later life, whatever their circumstances.

“We hope that our new, more positive and ambitious approach will help us to encourage people of all ages to get involved and support the cause through volunteering, campaigning and fundraising with us.”