Age UK names 29 Age Concerns that will become partners

New charity wants all 332 local branches to sign up

Age UK has revealed the names of the first 29 local Age Concerns that have agreed to become brand partners and adopt the charity's new identity.

Age UK, which was formed by the merger of Age Concern and Help the Aged, wants all 332 local Age Concerns, which are independent charities, to become partners.

Those that do will rebrand; those that don't will remain part of the Age Concern federation with separate brand identities.

"We expect the vast majority of Age Concerns to want to share our new brand and build a stronger partnership with us in the future," said a statement from Stephanie Harland, people and operations director at Age UK.

Actors Brian Cox‚ Sir Ian McKellen and Eleanor Bron currently appear in an Age UK television advertising campaign, designed to raise awareness of the new charity.

The charity would not reveal how much it had spent on the campaign, which was created by agencies Karmarama and Kitcatt Nohr Alexander Shaw.

Michelle Mitchell, charity director at Age UK, said this information was commercially confidential but the actors had donated their time for free.

"The levels of investment we are making to help achieve our vision for a better later life are in line with other similar organisations," said Mitchell.

Brand partners so far are

Age UK Bournemouth

Age UK Cambridgeshire

Age UK Croydon

Age UK Darlington

Age UK Derby and Derbyshire

Age UK Devon

Age UK Dudley

Age UK Gloucestershire

Age UK Hertfordshire

Age UK Hillingdon

Age UK Hull

Age UK Kesteven

Age UK Lincoln

Age UK Lindsey

Age UK Milton Keynes

Age UK Norfolk

Age UK North Norfolk

Age UK North Staffordshire

Age UK Norwich

Age UK Sevenoaks and District

Age UK South Lakeland

Age UK South Staffordshire

Age UK South Tyneside

Age UK Suffolk

Age UK Sunderland

Age UK Teesside

Age UK West Cumbria

Age UK West Sussex

Age UK Wiltshire

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