Age UK has appointed agency Neverland to develop a new advertising and marketing strategy to highlight the charity’s role and the importance of the services it provides.
The move follows a competitive pitch run by Oystercatchers, which initially featured six agencies.
Neverland has been briefed to create a “high impact, high engagement” campaign with the goal of galvanising people to both seek out and support the charity. The first activity is set to launch in early 2023.
The charity has previously worked with Recipe, Brave and Drum, although predominantly on Christmas campaigns. It also has run a number of collaborative campaigns with the likes of Cadbury, Innocent Drinks, Marks & Spencer and ITV soap Coronation Street.
With an ageing population, Age UK’s maintains that there has never been a greater need for its services, with the issues associated with ageing touching every family in the UK in some way.
Neverland will be working with the charity and its long-term media partner Manning Gottlieb OMD to help bring this new strategy to life across every part of Age UK’s work and organisation.
Age UK head of brand Kathi Hall said: “We are thrilled to be working with Neverland at such an important time for the charity. They have such an understanding of Age UK and where we want to go as a brand, I believe neverland will be a transformative agency for us.”
Neverland co-founder Jon Forsyth added: “Now more than ever, there is an urgent need to help older people and Age UK have the leading expertise to make a real difference to millions. We are privileged to be partnering with them.”
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