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 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.”
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