The DM camapaign, created by Kitcatt Nohr Alexander Shaw, aims to capitalise on new donors that were attracted by the launch of the Age UK brand following the merger of Age Concern and Help the Aged.
The campaign centres on “good manners” with the strapline: “There’s nothing I like more than good, old-fashioned manners.”
It features a case study of an older woman who has been supported by Age UK since the death of her husband.
It also includes a list of ten things Age UK has achieved with the help of donations form its supporters.
Age UK aims to demonstrate its appreciation of cash donations but encourage regular donations by direct debit so that the charity can plan ahead and devise long-term strategies.
The launch campaign, which was created by Kitcatt Nohr and advertising agency Karmarama, ran earlier this year and included TV ads featuring actors Brian Cox, Sir Ian McKellen and Eleanor Bron.