Agencies line up to contest Age Concern's creative brief

Age Concern, the UK's largest organisation for the elderly, is seeking an advertising agency in a search being handled by the AAR.

A list of undisclosed agencies has been drawn up for the business, which will involve developing a campaign to be launched early next year.

The campaign, which could see a return to TV advertising, is aimed at increasing the membership of the charity.

The pitch is being overseen by Age Concern's marketing director, Neil Churchill.

The ad agency hunt follows a rebranding initiative that kicked off in May. The charity appointed Zalpha, WWAV Rapp Collins' consultancy arm, to make the brand more relevant to the over-50s.

In the same month, Age Concern also launched its first Silver Surfer Festival, a month-long promotion designed to encourage older people to sample the internet.

A campaign of national and local publicity invited pensioners to turn up at their local Age Concern offices and drop-in centres for a free guided tour of the web.

The campaign was designed to counter the fact that although more than 60 per cent of the UK population has used the internet, only 15 per cent of those aged 65 and over have tried it.

Of the 100 Age Concern locations offering internet access, 75 participated in the festival.

Last November, Age Concern launched a one-off glossy business magazine called Agenda to help promote the value of older workers and consumers.

The magazine was sent to business chief executives and policy makers across the UK to encourage them to take action ahead of anti-ageism laws, which come into effect in 2006.

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