Age UK, a charity dedicated to helping everyone make the most of later life, implemented a marketing campaign utilising Stackla aimed at changing people’s attitudes towards ageing and getting them to celebrate later life.
The charity kicked off the campaign with a TV advert featuring a poem written by Roger McGough that describes ageing as a “way of life” with people encouraged to share their ‘stories’ on social media about why age wasn’t a barrier to enjoying life.
The TV spot is supported by a “Love Later Life” social hub platform provided by Stackla that shows social stories from Age UK and the public that 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 people’s role 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,” Charity Director at Age UK, Caroline Abrahams, said.
“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.”
Social Media and Community Manager, Athar Abidi, added: “For us, Stackla was the obvious solution to go with as it allowed us to curate content from our users in such a way that we could 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 sign-up through the use of custom tiles in the hub and also dedicated buttons on click through for every tile.
The fact social media played such an important role in the campaign is a testament to the fact that age should not be a barrier.