Age UK launches with segmented mailing

Launching its new brand following the merger of Help the Aged, Age Concern and several subsidiaries, Age UK is carrying out a segmented mailing to supporter.

A database of 2.5 million existing contacts, covering supporters, customers and users of services, has been sent a highly-segmented mail pack to support the launch on 5th April. The mailing is part of a range of activities carried out for the charity by Kitcatt Nohr Alexander Shaw.

Lisa McCormack, marketing director for Age UK, says: “With the launch of our new brand, we have a unique opportunity to speak to people in later life and begin to build awareness for Age UK, of who we are and how we can help. We also need to raise awareness of our services and commercial products to provide better support to people in later life. We believe the activity we’re putting in place will help us achieve our goals and ultimately deliver our promise to our audience.”

Kitcatt Nohr has worked with creative agency Karmarama on the positioning and marketing campaign, including TV and print ads, for the charity, while Manning Gottlieb OMD has developed the media strategy. Digital channels will play an increasing role in the future.

Marc Nohr, managing partner at Kitcatt Nohr says: “The coming together of Age Concern and Help the Aged as Age UK has created a major force in the sector, but also in the realms of local information, advice and service delivery for the over-Sixties. With the election looming and the demographic tide moving ever older, this is an ideal time for Age UK to emerge to champion, empower and improve the lives of the older population.”


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