Age Co

Creative services to help make the most of later life

The brief: Develop a brand-led content strategy to establish Age Co as the trusted expert in the over 50s lifestyle and product space. Introduce diverse content formats and channels to reach and educate a wider audience, growing brand recognition, engagement and Age Co product sales. Age Co is the commercial arm of Age UK.

Solution: Highbrook delivered three consecutive themed campaigns, encompassing articles, long videos and clips, podcasts, animations, and infographics.

This has included about 60 how-to and inspiring articles, aligned with the Age Co brand tagline: "Making the Most of Later Life." We also created new digital content formats, such as documentary-style videos, showcasing the brand's renewed vision of physical, social, and mental well-being in later life. Additionally, we refreshed the client's existing article archive.

Following the campaigns, the Age Co monthly newsletter was launched and Highbrook was hired to supply all content to nurture leads and raise awareness of Age Co’s offerings. Articles incorporate on-brand and product-related content, including contributions from Highbrook and broadsheet journalists and real-life case studies of inspiring individuals.

Videos and podcasts

"Six reasons why community is good for the soul" was produced to capture the essence of the Adjusting to Life Changes campaign, interviewing members of Brighton's Too Darn Soulful club to highlight the importance of community support when faced with life’s big changes (top of page). We've also produced other video for Age Co, looking at modern families and their needs in later life.