Age UK unveils bold new campaign to 'Change How We Age'

In a society that values old paintings and antiques more than its ageing population, Age UK is calling for change. The charity's latest campaign, Let's Change How We Age, launched earlier this month, aims to spark a national conversation around age and the pressing need to reshape our attitudes toward older people. Created by Neverland and backed by media partner MG OMD, the integrated campaign spans TV, VOD, cinema, social media, OOH placements, and influencer collaborations.

The new strategy has been a year in the making, shaped through extensive consultation with stakeholders across the charity and its network. Age UK's mission is clear: as the older population becomes more diverse and faces growing inequalities, society must evolve to ensure that older people can live fulfilling lives. The campaign seeks to enlist public support in preparing for the challenges of ageing, not just for today's older generation but also those in future.

At the centre is a powerful film directed by Academy Award-winning filmmaker James Marsh, known for The Theory of Everything and Man on Wire. The film, led by actor Richard Durden, confronts the uncomfortable truth about society's skewed values and the need to reframe how we think about ageing. It culminates in a rallying call to action, urging us to join Age UK in its mission.

Supporting the film is an impactful OOH campaign featuring three striking posters. Photographed by James Day, the images depict people in art galleries contemplating paintings of older individuals, while AI-generated artworks highlight issues such as isolation, healthcare struggles, and financial hardship faced by many seniors. The campaign's location strategy strategically places these posters near over 40 museums across England—including London's V&A Museum of Childhood and Manchester's Portico Library—to drive home the message.

Taking the conversation to social media, Age UK has partnered with @thefineartcollective, a popular art review account. The collaboration will initially present the AI artworks as classic portraits before revealing their true purpose as part of the charity's initiative.

Age UK CEO Paul Farmer emphasises the urgency of the campaign: "We cannot continue to ignore the fact that our population is ageing faster than the resources available to support it. If we don't change our attitudes towards age, we risk sleepwalking into a future where society is ill-prepared to cope."

Neverland's Chief Strategy Officer, Lola Neves, adds that the campaign's slogan, 'Let's Change How We Age', encapsulates Age UK's latest mission. "It's a simple line packed with depth, giving the charity a clear direction to drive real change," she says.