To launch Age UK as the new charity for older people, we celebrated its audience rather than its rebrand.
When Help the Aged and Age Concern joined forces to create Age UK, we joined the team to launch the new charity. We soon realised we weren’t rebranding an organisation – we were rebranding its audience. It was age itself that needed a relaunch, to achieve the new charity’s goal of getting people to re-think growing old.
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