DWP picks Red Consultancy

The Department for Work and Pensions has hired The Red Consultancy to handle a campaign on age equality.

‘Opportunity Age’ is a six-month campaign focusing on the first UK Older People’s Day on 1 October.

The themed day aims to tackle ‘outdated stereotypes’. It will also celebrate older people’s positive contribution to society.  

Red managing director Andrew Baiden said: ‘People often put those in the 50-plus age group into categories that mean they are less able to get a job. ’

He added that the campaign will have an upbeat and celebratory tone, while ack­nowledging the communications nuances required across the 50-plus demographic.

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