The stark truth
Help the Aged was one of the UK’s largest charities, providing valuable services, influencing public policy and leading research into health issues. To address declining public recognition and funding a distinctive brand positioning, platform and identity system were delivered. Their sense of urgency was embedded in the logo with the strapline WE WILL, along with an uncompromising brand voice present in all communications. A series of campaigns told the stark truths in a new hard-hitting way were then created, all dramatically improving results until their merger with Age Concern.
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