Age UK has hired The Forster Company for its first integrated campaign, as the charity starts building the new brand's profile.
Forster will help develop a campaign to support the elderly during the winter months. The campaign, called Spread the Warmth, will run until next February. Forster won the brief after a competitive pitch.
Age UK was formed in April, as a merger between Age Concern England and Help the Aged. The campaign will bring together the winter activities of the former charities, including fundraising, campaigning, information and retail.
Age UK charity director Michelle Mitchell said: 'Forster was charged with developing an integrated campaign that would highlight to a variety of audiences the needless suffering faced by too many older people in winter and raise funds to make a real difference to them. We look forward to building on the successes of Spread the Warmth this year to grow the campaign in 2011 and beyond.'
Forster has a dedicated team aimed at delivering comms to meet the needs of older people.
Mitchell added PR would be a 'vital comms tool' for Age UK as it grows its profile, singling out the elderly, existing supporters, potential donors, corporates and decision- makers as key audiences.
New research from Age UK reveals that two in five people aged over 60 are concerned about being able to afford their energy bills. Nearly a third are likely to resort to extreme measures to keep warm, such as wearing coats and scarves inside.
As part of the Spread the Warmth campaign, Age UK is partnering with Decca Records on choirgirl Isobel Suckling's Christmas single You Are Not Alone, part of the proceeds of which will be donated to the charity.