There’s a simple, direct connection between donating items for reuse and the work Age UK do as a charity: giving something or someone a new lease of life, recognising and sustaining their value for longer.
Celebrating the extended lifecycle of products became the basis for retail promotions – allowing brand, sustainability, sales and donation messages to work together.
Executions tell the familiar story of how our once-loved items lose their novelty, become forgotten and ultimately discarded, before they are rejuvenated through finding new purpose.
To complete the circle, each execution emphasises a practical area in which Age UK provides support. Every item donated and sold is turned into more care for older people. Each watch donated becomes more time we can spend talking. Each computer game means we can help older people get online. Each electrical appliance becomes more power to change the way old people are cared for in our society.