The agency beat two others in the final stages of a pitch process late last year, to win a year-long retainer including additional project work.
The brief will see 3 Monkeys working closely with Age UK’s 11-strong in-house team to develop a lifestyle PR strategy across consumer media and internal channels.
Age UK group marketing and development director Duncan Lewis said: ‘This is about reaching wider audiences and engaging with them on ageing issues and how Age UK can help.
‘We want to make sure people at different stages of life are aware of the services and products that we offer specifically designed for people in later life and how to get in touch with us to access them.
‘We also want to get people thinking more positively about age and ageing by demonstrating that growing older does not have to be a barrier to living life to the full.’
3 Monkeys will report to Sarah Knapp, Age UK’s group head of media, and Esther Jackson, who heads the brand and marketing division.
Agency founder Angie Moxham said the campaign was aimed at those aged 50 years and above, adding: ‘It’s about helping people face up to age in a positive way, and it is great to be working with such an authority to stretch the brand into a more lifestyle space.’
Age UK was formed when Age Concern and Help the Aged merged in 2009, and is the UK’s largest charity for older people.
The organisation also works with Chime-owned Teamspirit, which supports its commercial services arm, Age UK Enterprises.