Eleanor Bron to appear on TV in support of Age UK

After a very successful first wave, Age UK will launch the second phase of its national TV advertising, starring actress Eleanor Bron (72), who is best known for her roles in Woman in Love, Black Beauty and Monty Python.

The advert highlights common problematic areas affecting those in later life, and offers solutions to these through the products and services offered by the charity's commercial services arm Age UK Enterprises*. This is part of the on-going campaign to raise awareness of Age UK as the new force combining Age Concern and Help the Aged.

The last wave of advertising prompted a 212% increase in calls to Age UK helpline1. Hoping to raise further awareness, the advert directed by Richard Loncraine (64), acclaimed director of films Richard III, Wimbledon and TV's Band of Brothers, is due to hit screens on 11th October. Viewers can expect to see Eleanor Bron featured in a close up shot, highlighting Age UK's products and services as the solution for the audience in later life to make things ‘that little bit easier'. As with the previous Age UK adverts, the advert ends with the strap line: 'Age Concern and Help the Aged have joined forces, to create Age UK, a new powerful organisation to make your later life better.'

Following the merger of Age Concern and Help the Aged's commercial services arms, Age UK Enterprises has over one million customers and has over 26 years experience in meeting the needs of those in later life.

Gordon Morris, Managing Director for Age UK Enterprises, said: ‘We are delighted to run another round of the TV advertising to highlight how the products we offer can directly enhance the lives of those in later life. We have recently been awarded the Social Enterprise Mark and the British Insurance Association 2010 Customer Care Award. Operating as a social enterprise we can deliver great customer service because we are not driven by profit and always put the customer first. We design products with our partners based on what our customers tell us they need and trust us to deliver.'

The Age UK campaign first launched on 19 April with a national TV advert featuring actor Brian Cox (63), best known for his roles in Shakespearean drama and appearances in Braveheart, Rob Roy and The Bourne Supremacy. Next came Sir Ian McKellan (70) famous for his varied roles in the Lord of the Rings trilogy, Coronation Street and X-Men. Eleanor Bron is the third high profile star to hit our screens. All actors and directors involved in the campaign are all over 60 and have provided their time for free.

Since the campaign launched, calls to the Age UK helpline have more than doubled (1), with email traffic via the organisation's website up 600%. The national TV advertising is being supported with a marketing campaign to raise awareness of what Age UK can do to help ranging from vital research and campaigning to information and advice, products and services. For more information on Age UK Enterprises call 0800 085 3741, log on to the Products website or alternatively pop in to your local trading office**.

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For further information, please contact Jo Roberts or Charlotte Elmehagen on 0207 360 7877 or email ageuk@teamspiritpr.com.

Notes to Editors

1. Increase in total number of calls to Age UK call centres

* Age UK Enterprises is the trading name of Age Concern Enterprises Limited.

** Not all Age UK/Age Concern offices offer all Age UK products. Please check (by telephoning your local office) before arranging a visit.

Age UK

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. 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 delivers 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.

Age Concern Enterprises

To fund its charitable activities, Age UK needs a constant flow of independent income. It seeks to achieve this through a balance of traditional fund raising and trading activities. The trading activities, through Age Concern Enterprises, (ACEnt) enable it to meet the needs of older people, through products specifically designed to meet these needs; quality products such as general insurance and energy Services.

Age Concern Enterprises is the commercial services arm of Age UK. ACEnt incorporates: Age UK Energy, Age Concern Insurance Services and Age UK Guaranteed Funeral Plans. Log on to www.ageuk.org.uk/buy for details. Age Concern Enterprises is part of the Social Enterprise Coalition; an organisation that represents a wide range of social enterprises with the overarching aim of working in partnership for the creation of effective sector products, services and knowledge-sharing networks to help stimulate and encourage growth, development and sustainability of social enterprises in England.

Age Concern Enterprises scooped up the ‘Customer Care Award' at the prestigious 2010 British Insurance Awards. The judges singled out Age Concern Enterprises for its exceptional customer service which is provided by Fortis Insurance Ltd (soon to be known as Ageas Insurance Limited), as well as for glowing customer testimonials with a ‘world-class' customer satisfaction score of 85 per cent, and 89 per cent of customers saying that they would recommend Age Concern Enterprises/Fortis (Insurance UK).

Age Concern Enterprises Limited is authorised and regulated by the Financial Services Authority for insurance mediation (311438). Age Concern Enterprises Limited is registered in England and Wales No. 3156159, registered office: Astral House, 1268 London Road, London SW16 4ER. VAT Number: 710 3843 66. Age Concern Enterprises Limited is a wholly owned subsidiary of Age UK (registered charity No. 1128267 and registered company No. 06825798) and donates its net profits to Age UK. Age Concern England (charity number 261794) has merged with Help the Aged (charity number 272786) to form Age UK, a charitable company limited by guarantee and registered in England: registered office address 207-221 Pentonville Road, London, N1 9UZ, company number 6825798, registered charity number 1128267. Age Concern Enterprises is based at 4th floor, 207 - 221, Pentonville Road, London, N1 9UZ.