When Age Concern and Help the Aged merged, we didn’t just need to launch the new charity – we needed to relaunch age itself.
These days, it seems as if to be young is everything. Youth is celebrated, desired and praised. Age, though, is a problem. Something to be feared. Or even treated. Anti-ageing cream flies off the shelves, as if age were a sickness.
Yet more and more of us are officially old. You can call that a problem – a burden on society. Or you can call it an opportunity. You can see older people as a cost, or a resource. You can regard decrepitude as inevitable, or you can do something about it.
When tasked with relaunching a charity for this audience, we relaunched the audience itself. In fact, we celebrated it. Our manifesto for Age UK sums up this bold new brand:
The Age UK manifesto
A manifesto on a tea-towel. Where else?
Comments
14 November 11
By: Arturo Gonzalez
love the tea towel idea
I love the videos and the hold image is well driven, one huge achievement is to feature with figures of the renown of Sir Ian Mckellen, people like him remind us that getting old and wise is a dream worth having.