1. Love later life
The strategy and rationale for our new approachTITLE TBCLove later life
A brand platform
delivering for campaigns
Beverley Sullivan
Senior Brand Identity Manager
Age UK

2. We want a world where everyone in later life
• has enough money
• can enjoy life and feel well
• can receive high quality health and care
• can feel comfortable, safe and secure at
home
• can participate in their local community

8. Improving

9. LOVE

10. Challenges
• Age UK is seen as an organisation for the minority
in need, rather than the majority growing older
• Age UK is seen as a brand ‘for others’ instead of
‘for me’
• There isn't just an apathy towards ageing, but an
actively negative attitude.
• Age UK has always communicated in a rational
way - a solution to a problem - rather than taking a
more emotionally engaging point of view on later
life
“I wouldn’t go
to Age UK –
that’s for old
people”
80 year old
woman

11. Diverse audience – attitude segmentation

12. Love later life

13. Together, we can create
a world where everyone
can love later life

14. Love later life

16. THE AUDIENCE
Brand awareness
TV campaign

17. Good response to brand TV ad
• 40% of adults aged 40+ recalled seeing the TV ad
• 36% correctly attributed the ad to Age UK - higher
than all previous campaigns
• TV ad seen as thought-provoking (33%) & positive
(22%)
• Age UK seen as caring (42%) and supportive
(33%)
positive (28%) compassionate (21%)
Base: all who recalled TV ad (n=385)

18. THE AUDIENCE
No one should have no one
Our brand response campaign

19. What were we trying to achieve
• To continue to build awareness and engagement
from the brand TV ad and Love later life platform
• To increase the perception that Age UK is a
uniquely worthwhile cause
• To increase propensity to donate to or support Age
UK
• To focus on the issue of older people facing later
life alone

20. Challenge – tough fundraising environment
‘Medical research’, ‘Children’ and ‘ Animals’ attract the
highest proportions of donors in 2012
Mintel Oxygen 2013
http://www.fundraising.co.uk/ 2013
Future Foundation, 2012

23. All Adults
70% @ 13
ABC1 / Ads / 55+
49.% @ 9

24. Digital advertising
• Advertising on sites like C4, Sky, Delia, reaching 4
million people
• Delivered 80k website visits
• High dwell time of 43 secs compared to av. 8.2
• February 980k visits to website (vs 721k 2014)
Animated full page take overs Animated full page “Skins” Hard hitting standard banners

25. Base: 1,000 adults aged 16+ in Britain per wave. Source: Charity Awareness Monitor, April 2015, nfpSynergy
We’ve reached our highest total awareness levels since
launch
65%
70%
79% 79% 80%
83% 82% 83%
85% 85%
86%
88%
May'11 Sep'11 Jan'12 Sep'12 Jan'13 Sep'13 Jan'14 Apr'14 Jul'14 Oct'14 Jan'15 Apr'15
Jan’14: After
continued
increase to
Sept’13,
online survey
shows slight
drop in
awareness to
82%
July-Dec’14:
Increase in
awareness
re-established
and maintained
post-Love later
life
Jan-Apr’15:
Further increase
in awareness
alongside and
after Jan/Feb
Brand &
Fundraising
activity

26. Post campaign research
• Higher consideration to support among those
seeing TV ad
• Rise in ‘compassionate’ for the first time (words
used to describe Age UK)
• Uplift in people’s belief of Age UK’s impact on
its cause and also as a ‘cause you believe in’
• Likely response (donate £1 tomorrow) has seen
a significant increase in the current campaign
period

29. #notbymyselfie
(because we all want a #nomakeupselfie don’t we?)

31. Celebrity Posts

33. The Big Chinwag

34. It’s the
mother of
all natters

35. Then one day…

38. We’re just beginning

39. Our journey so far
We’ve got a broader range of emotions to engage audiences with
Brand tracking at 88% - highest since launch
Highest web traffic and widest social reach to date
Bigger and better corporate partnerships
Staff really getting behind the cause
Brand, fundraising and digital working together works best
Found something to build on for the next three years

40. Questions

41. Visit the CharityComms website to
view slides from past events, see what
events we have coming up and to
check out what else we do:
www.charitycomms.org.uk

42. Conference
2 July 2015
London
Brand development:
building a brand that
delivers
Sponsored by
WiFi: RRPN1
Password: kmrhja12
#charitybrand