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Age UK

Print promotion campaign

Background

Age UK Norfolk were planning their ‘Campaign for Later Life’ and wanted to appeal to a broader demographic than their traditional user and carer group.

Brief

To appeal to a younger audience without alienating people in later life. To develop a set of campaign materials to use at the launch.

Solution

A group of 30 Year Two Graphic Design students were briefed. Working in groups, they produced a number of responses over a 4 week period. The winners, Jessica Duncan and Rebecca Turner, created the campaign line ‘Celebrate Age’ and produced a poster in a clean and simple illustrative style. It featured candles to symbolise age in a way that appealed to both young and old alike. They also produced an innovative folded leaflet design which showed a number of candles and opened to feature many more.

Results

The poster and leaflet were used during the successful launch week and gained press attention in the Eastern Daily Press and Norwich Evening News.

Celebrate Age poster

Celebrate Age poster

The campaign leaflets and posters reflected our brand perfectly and were both sensitive and challenging of age stereotypes. Feedback from stakeholders including the local press has been very positive.

Suzanne Handsley
Head of Corporate & Individual Giving, Age UK Norfolk