Help the Aged and Age Concern get new branding

Help the Aged and Age Concern merged into a single charity earlier this year, and have continued under the rather cumbersome title of “Age Concern and Help the Aged” or their separate names since then.

Now, after long consultations the charities have come up with four new names for four new organisations that have been created as a result of the merger.

Until spring of next year, the charities will continue to use the joint branding of Age Concern and Help the Aged, but after that the new names Age UK, Age Cymru, Age NI and Age Scotland will be used across the nations of the United Kingdom.

Extensive consultations were undertaken with older people, staff, partners of the group and other stakeholders to come up with the new names. It is hoped that spring next year will give the organisations enough time to prepare for the launch of the new brands.

Chief executive Tom Wright said: “The research we have carried out over the last eight months has not only helped us choose the right name, but given us the chance to hear how we can best represent and support people in later in life. This has been crucial in helping us develop a shared vision for the new charity so we can deliver real improvements to the lives of older people.”

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