Most people over 60 feel ageing should be a time of celebration

New research by Age UK‚ the new force combining Age Concern and Help the Aged‚ has revealed that 95% of people over 60 think getting older should be a time of enjoyment and celebration.

This is despite 78% of this age group feeling that older people are ignored by society. The polling for Age UK by YouGov also revealed that 82% of over-60s felt that older people's voices were not heard as much as younger people's. It also highlighted how work‚ not necessarily just age‚ may play a defining role in this with 64% saying they felt working people had a greater voice than those who were retired.

The same poll also found that when asked about what could be done locally to improve their lives‚ being treated with dignity and respect came top for the over-60s (46%). This was closely followed by 34% saying opportunities to learn new hobbies‚ and 32% citing that more frequent and accessible public transport would improve their lives.

The research is released on the same day that Age UK launches a new television advertising campaign. The advertisement - starring actor Brian Cox - will reach a wide audience and showcase the range of ways that Age UK can help‚ the products and services it offers and how people can get in touch.

As part of its mission to improve later life for all‚ Age UK is calling for older people from across the country to come forward to tell their inspiring stories of achievements. Age UK will use these to highlight how later life can be a time of opportunity and to challenge some of the stereotypes about older age.

Diana Moran‚ aged 70‚ model and famously known as The Green Goddess‚ is fronting the campaign. She said:

"I am an extremely active 70 year old and make a very valuable contribution to society. I am happy to help highlight the search to find stories of other people doing remarkable things and celebrating the joy of later life."

Michelle Mitchell‚ Charity Director for Age UK said:

"As a group within society‚ people in later life often feel ignored and this research clearly demonstrates how this is a reality experienced by the majority. Ageing can present many challenges‚ particularly for those experiencing disadvantage. Age UK campaigns and provides services and solutions to help improve later life.

"However‚ we believe an ageing society presents tremendous opportunities that should rightly be celebrated‚ and it is heartening to see that this is a belief held by such a high percentage of those polled. The search to find these inspirational stories is just one way to celebrate later life and is a first step in ensuring that the voices of people in later life are heard loud and clear."

Older people who are interested in taking part in the campaign can send in their story‚ or the story of someone they know*‚ by emailing mystory@ageuk.org.uk‚ by writing to 'My Story‚ Age UK‚ 1268 London Road‚ London‚ SW16 4ER‚ by calling 0800 169 8787‚ or by visiting their local Help the Aged or Age Concern shop. 

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Notes to Editors

All figures‚ unless otherwise stated‚ are from YouGov Plc. Total sample size was 1076 adults 60+. Fieldwork was undertaken between 9th to 12th April 2010. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 60+).

Age UK is the new force combining Age Concern and Help the Aged. The Age UK family includes Age Scotland‚ Age Cymru and Age NI.

* If submitting a story about someone else‚ please ensure you get their permission before contacting us. 

The new Age UK TV campaign launches on 19th April and aims to raise awareness of its work‚ the products and services it provides‚ the need to raise funds and how people can get involved. The ads feature actors Brian Cox‚ Sir Ian McKellen and Eleanor Bron‚ who are all over 60.

Age UK is inspired by the belief that it can improve the lives of people in later life. It celebrates ageing and believes it presents unprecedented opportunities and challenges at home and abroad. Age UK will challenge ageist prejudice in society‚ provide services that address market failures and support the public and private sectors to design age-friendly products and services. It will support people to remain in their own homes through campaigning and practical services and its Information and Advice service will offer millions of people support on a range of issues from claiming benefits to staying fit and healthy.

Age UK will fund biomedical research that helps tackle the ill health and poor quality of life that are too common as people age. Working with over 350 partners across the country‚ Age UK helps influence local decisions and deliver the most appropriate services. Its network of over 500 shops will act as a focal point for the local community‚ providing information and help with local services. Age UK works across the globe as well as in the UK‚ with its international partner‚ Help Age International‚ championing older people's rights and needs and as an active member of the DEC.