COMMUNICATIONS NEWS: Age Concern uses magazine to reach business leaders

Age Concern is to send a glossy magazine to 10,000 chief executives as part of a new campaign to highlight age discrimination in the workplace.

Agenda, a 28-page publication, features interviews with high-profile business leaders such as Nationwide chief executive Philip Williamson and marketers Saatchi & Saatchi as well as sportsman Jonathan Edwards and TV presenter June Sarpong.

None of the interviews in the magazine are specifically about age but they do present older people in a positive light.

Spokeswoman Cheryl Elliott said: "We know that the bottom line is what's important to these people so we're trying to interest them and show age as a benefit, not a burden."

The magazine's success will be measured by the number of businesses that take up the charity's challenge to sign a pledge to stamp out age discrimination.

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