Age UK has launched a new vision called Love Later Life in a bid to promote more positivity surrounding the subject of ageing.
They have based their campaign on new research which finds that:
- More than three quarters (77 per cent) of adults are looking forward to living longer
- Yet nine out of ten (91 per cent) adults say something needs to be done to help us all lead a better later life
- And over four out of five (83 per cent) of adults believe negative perceptions of later life must change
The survey found that over half of adults (53 per cent) have a generally positive attitude towards ageing and that positive attitudes increase the older we get. Half (50 per cent) of those aged 85 years and above believe that having a positive attitude to ageing is the key to living longer, so there is a message for us all to take from their wisdom and experience.
The research findings come as Age UK launches its new vision, ‘Love later life’ and starts with a TV advert featuring a poem written by one of Britain’s best-loved poets, Roger McGough.
Through ‘Love later life’, Age UK wants to encourage people to think differently about getting older and demonstrate that older people have a valued role in society. It also highlights how the Charity can help more people make the most of later life, whether for themselves, their friends, families or communities.
Caroline Abrahams, Charity Director of Age UK said “We hope that our new, more positive and more ambitious approach will help us to encourage people of all ages to get involved and support the cause through volunteering, campaigning and fundraising with us.”
Love later life has also attracted a number of celebrity figures with Alastair Stewart, Miriam Margolyes, Zoe Wanamaker, Pam St Clement, Lesley Joseph, Sir Roger Moore, June Whitfield, Barbara Windsor, Diana Moran, Christopher Biggins, Lionel Blair and Liz McClarnon all lending their support.
CUTDOWN EXTRA TITLE from Age UK on Vimeo.
‘People can join the ‘Love later life’ conversation online on Facebook and Twitter, and share their stories and experiences using hashtag #lovelaterlife.’
To find out more about Age UK and how to get involved, visit www.ageuk.org.uk/lovelaterlife.
