- Partner: Age International
- Sector: Development & Humanitarian Aid
- Region: UK
- Brand & Content
- Research & Strategy
How do you connect the UK public and policy makers with older people living in poverty overseas? That was the question posed to us by Age International, a UK-based charity and global specialist supporting older people and fighting ageism around the world. They work to change futures and attitudes, because every person, regardless of age, has the right to live a dignified life. We had the responsibility to craft a new brand strategy and identity that reflected their ambition, growing reach, and impact globally, whilst simultaneously addressing institutional ageism. Oh, and throw a global pandemic in the middle of it!
IN GLOBAL
AWARENESS
IN BRAND
TRUST
IN MARKETING CONVERSION
The challenge
There wasn’t just one challenge, but many. How do we get the UK public to engage at a time when their interest in international aid was at its lowest point in decades? How do we get younger audiences to connect with people who are several generations ahead of them, living in contexts they cannot begin to fathom?
And then there’s the challenge of evolving the brand in a way that demonstrated Age Internationional’s valued relationship with Age UK whilst setting it apart as a global leader, carving out its own unique positioning in the international development and humanitarian space.
The solution
From day one, the project’s driving force was a desire to reimagine the way older people are perceived, challenging the unconscious biases that are so embedded across Governments, communities, and individuals. We wanted to show that older age was just the latest chapter with a whole future ahead, and that an older person’s life shouldn’t be predetermined by factors out of their control. As a result, the evolved brand centres real people telling human stories, with a focus on high quality photography and soft structural shapes to communicate the building blocks of Age International’s work. This human-led approach showcases older people as in control of their own lives, with Age International as a support system to empower them to be visible, valued, and heard.
Agency for older people was at the forefront of our minds, working with the Programmes team to consult beneficiaries on the ground to get their input into how they wanted to be represented. Delivering our messaging with authenticity was key to crafting global narratives that truly resonated with its audience.
Simplicity was a core consideration in mapping out messaging. Ensuring full and attentive space for multiple languages and audience access points within the context of Age International’s global reach.
Co-creation was adopted throughout the process to ensure all departments from Fundraising to Policy, Programmes to the Board, were taken on the journey and felt bought into the final result.
Across our long term partnership, these pillars remained crucial points to our work, helping us reflect the global reach and impact of Age International whilst keeping true to their fervent fight against institutional ageism.
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