AGE UK FIRST TV CAMPAIGN LAUNCHED FEATURING
BRIAN COX, SIR IAN MCKELLEN AND ELEANOR BRON

In April Age UK launched its first ever TV campaign, aiming to raise awareness of its work, the products and services it provides, the need to raise funds and how people can get involved.

Age UK is the new force combining Age Concern and Help the Aged.

Age UK is inspired by the belief that it can improve the lives of people in later life. It celebrates ageing and believes it presents unprecedented opportunities and challenges at home and abroad. The Charity will challenge ageist prejudice in society, provide services that address market failures and support the public and private sectors to design age-friendly products and services. It will support people to remain in their own homes through campaigning and practical services and its Information and Advice service will offer millions of people support on a range of issues from claiming benefits to staying fit and healthy.

Age UK will fund biomedical research that helps tackle the ill health and poor quality of life that are too common as people age. Working with over 350 partners across the country the Charity will help influence local decisions and deliver the most appropriate services. Its network of over 500 shops will act as a focal point for the local community, providing information and help with local services. Age UK works across the globe as well as in the UK, championing older people’s rights and needs.

The TV campaign includes four ads, all focusing on the theme of the voice of older people, featuring veteran actors Brian Cox, Sir Ian McKellen and Eleanor Bron and various voice artists.

Brian Cox aged 63, who is known for his roles in Shakespearean drama and appearances in Braveheart, Rob Roy and The Bourne Supremacy, speaks about the issues and concerns of people in later life, highlighting a range of issues people face as they get older, including the fear of memory loss; the wish to work beyond the age of 65; a desire for companionship; the need for products and services tailored to people in later life and how Age UK can help.

Sir Ian McKellen, aged 70, who is famous for his varied roles in the Lord of the Rings trilogy, Coronation Street, X-Men and the new series The Prisoner, will focus on how people in later life can feel isolated and the need to raise awareness and funds to support the work of Age UK.

Eleanor Bron, aged 72, famous for her roles in Alfie, Women in Love and Black Beauty (as well as being the voice of the BT error messages) will talk about the products and services available from Age UK Enterprises (the trading arm of Age UK) like insurance, energy provision, and funeral plans.

Find out more about Age UK at http://www.ageuk.org.uk

And you can watch the full adverts on YouTube via these links:

Brian Cox, Sir Ian McKellen, Eleanor Bron

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