Elderly care charity Age UK has launched a new brand strategy, ‘Let’s change how we age’, led by an integrated campaign created by London agency Neverland.
The initiative, which spans various media platforms including TV, VOD, cinema, social, OOH and influencer partnerships, aims to spark a national conversation around ageing.
The centrepiece of the campaign is a thought-provoking film directed by Oscar-winning filmmaker James March, known for The Theory of Everything and Man on Wire.
The film, featuring actor Richard Durden draws attention to the idea society often values old paintings and antiques more than older people themselves.
Three striking posters that combine images shot by James Day with AI-generated paintings. These visuals depict people viewing paintings of older individuals in galleries, juxtaposed with AI-created images showing older people facing challenges such as isolation, healthcare issues and financial difficulties.
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Age UK’s media agency, MG OMD has strategically placed the posters near more than 40 museums across England, including the V&A Museum of Childhood and the Design Museum in London. The campaign also features a new partnership with social media account @thefineartcollective, known for its in-depth art reviews.
“The aim of the campaign is to question where we, as a society and as individuals, often place value,” said Age UK CEO, Paul Farmer. “Age UK believes that negative attitudes often hold many back from making the most of later life. We want this to change.”
He added, “We cannot continue to ignore the fact that our population is ageing and ageing faster than the resources available for the support this requires.”
“We all want to live but none of us want to age,” Neverland chief strategy officer, Lola Neves added. “Let’s change how we age’ is such a simple line but is packed with depth and gives Age UK a clear and simple direction for everything they do as an organisation to drive real change in how we approach and view age in our society.”
