Independent Age

For a fairer society

CHALLENGE
Independent Age’s vision is to make the UK a better place to grow older and promote a more positive view of ageing.

We were asked to create an integrated marketing campaign encouraging people to consider leaving a gift in their Will to the charity’s work.

APPROACH
We created a campaign that celebrated the fact that we can all enjoy a happy, dignified life, no matter what our age. All our communications were joyous, positive and upbeat.

This playful tone set this award winning campaign apart from other legacy marketing in the sector, and illustrated the transformative effect that a legacy made today could have on future generations of older people.