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True North promotes giving and sustainability with Age UK


True North has completed a new campaign for Age UK to encourage donations to its stores while also showcasing its sustainability credentials.

The creative from Manchester-based True North was inspired by the idea that “all good things deserve longer lives.”

Based around 4 lines of copy it shows how once-loved items are moved around the house, before being discarded – or donated to an Age UK store to begin another journey.

“We’ve created a year’s worth of creative in advance, to give maximum impact on a modest budget,” said Ady Bibby, True North’s Managing Director.

“The campaign can flex with the seasons, catering to everything from Christmas gifts to the peak house-moving period in the Summer. It also translates across many seasonal Age UK activities such recruitment, gift aid and raffles.”

Each execution has been designed to emphasis a practical area where the charity provides support.

“The vase is a home comfort that reminds us of how older people need help around their homes; sports equipment like the dumbbell remind us of the need to rejuvenate tired joints; the heels remind us of the need for podiatry care,” explained the agency.


The marketing will run online and in-store.

“It’s really thoughtful stuff, beautifully done. You got the Age UK vibe – which is marvellous and the hardest thing to get right!  It is great to be able to roll this out and give the shops some of their own identity,” stated Kathi Hall, Head of Content Strategy and Brand, Age UK.

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