Help the Aged rebrands in appeal to youth
Help the Aged has updated its image to connect with a younger audience.
A new brand positioning, 'Help the Aged We Will', has been created by
Joshua. Incorporating a name, strapline and corporate identity rolled
into one, it is designed to increase public understanding of the poverty
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The rebrand marks the end of the brand's sun logo, which it introduced
in 1964. The new logo will be rolled out across Help the Aged's 400
shops and 100 vehicles.
The charity is also laying the groundwork for its first national ad
campaign this winter, which will focus on single issues. It will make
regular use of emotive black-and-white imagery in its
communications.
Help the Aged director of communications and marketing Steve Jones said
the positioning will enable the group to more forcefully tackle the
issues facing the 20% of pensioners who live below the poverty line.
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