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Age UK' Good Manners' advert

Age UK, the new force combining Age Concern and Help the Aged, is launching a direct marketing campaign this month created by integrated agency Kitcatt Nohr Alexander Shaw.

The campaign will thank new donors attracted by the recent Age UK brand launch and encourage them to give regularly.

The campaign follows the major new brand launch created by Kitcatt Nohr along with advertising agency Karmarama, who were appointed to the Age UK account last year.

The launch campaign, which ran earlier this year, included TV ads featuring actors Brian Cox, Sir Ian McKellen and Eleanor Bron. Age UK briefed Kitcatt Nohr to create a campaign to thank new cash donors for their generosity and invite them to start giving regularly.

The campaign aims to demonstrate Age UK’s appreciation of cash donations but also to ask new donors to consider how regular donations by Direct Debit could help their work improving the lives of people in later life. Regular donations allow Age UK to plan ahead, devising the best long-term solutions to problems such as poverty and isolation.

The creative theme for the campaign is “good manners”. The pack’s outer carries an image of a person in later life and the line: “There’s nothing I like more than good, old-fashioned manners.”

Inside, an A5 card carries the headline “Thank you”. When opened, it reveals an image of an older person who was put in touch with an Age UK volunteer following the death of her husband. She tells recipients: “I’ll never be able to thank you enough”.

The card also contains a list of ten things Age UK has achieved so far with the help of its supporters; including helping 250,000 people get free care at home, and funding research into Alzheimer’s disease.

Inside the “Thank you” card is a Direct Debit form which carries the headline “Please”, asking recipients to help Age UK improve the lives of people in later life by making a regular donation of £2, £5 or £10 a month, or another amount of their choice.

Paul Farthing, Director of Fundraising at Age UK, commenting on the campaign said: “It is fantastic that the launch of Age UK has been so successful in attracting supporters. Thanks to these new donors, we’ve already been able to do so much to help people in later life and we want to give them the opportunity to continue making a real difference.

“By signing up for regular giving, supporters can help us to make later life better in many different ways - from providing a national information and advice line and helping people to live independently in their own home for as long as possible through our HandyVan service, to essential research and campaigning work.”

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