When Age Concern and Help the Aged merged, we didn’t just need to launch the new charity – we needed to relaunch age itself.
These days, it seems as if to be young is everything. Youth is celebrated, desired and praised. Age, though, is a problem. Something to be feared. Or even treated. Anti-ageing cream flies off the shelves, as if age were a sickness.
Yet more and more of us are officially old. You can call that a problem – a burden on society. Or you can call it an opportunity. You can see older people as a cost, or a resource. You can regard decrepitude as inevitable, or you can do something about it.
When tasked with relaunching a charity for this audience, we relaunched the audience itself. In fact, we celebrated it. Our manifesto for Age UK sums up this bold new brand: