Age UK’s innovative campaign encouraged the celebration of later life

Age UK is a charity dedicated to helping everyone make the most of later life. Its goal is to encourage people to think differently about getting older and demonstrate older peoples’ roles in society.

Part information resource, part campaign—Age UK wanted to provide an online destination where people would be encouraged to share their stories on social media about why age isn’t a barrier to enjoying life.

It was important to the Age UK team to communicate stories from the public alongside official information from the organization. Age UK also wanted to drive donations and signups to its email newsletter.

Age UK kicked off its campaign with a TV ad featuring a poem written by Roger McGough that describes aging as a “way of life” with people encouraged to share their stories via social media.

The TV spot is supported by a “Love Later Life” social hub that shows social stories from Age UK and the public. The hub also features support from celebrities including Sir Roger Moore, Alastair Stewart, and Zoe Wanamaker.

It aims to encourage people to think differently about getting older and demonstrate older peoples’ roles in society.

“Age UK is passionate that everyone should have the opportunity to be able to make the most of later life, whatever their circumstances”

says Caroline Abrahams, Charity Director at Age UK.

“We hope that our new, more positive and ambitious approach will help us to encourage people of all ages to get involved and support the cause through volunteering, campaigning, and fundraising with us.”


“For us, Stackla was the obvious solution.”

adds Athar Abidi, Social Media and Community Manager at Age UK.

“It allowed us to extend the meaning of our Love later life campaign beyond the television ad and into a conversation between Age UK and our huge range of supporters—whilst showcasing some of their truly inspiring stories.”

The Love Later Life platform not only creates a social story board from people around the country, but it also drives donations and newsletter signups through the use of custom tiles in the hub, as well as dedicated buttons for every tile.

See how you can start getting better content with less effort.

We respect and value your privacy, read our Privacy Policy here.