Department for Work and Pensions.
The Department for Work and Pensions (DWP) is the Government Department responsible for employment and welfare issues. The Department is dedicated to helping people fulfil their potential over longer, more active lives by providing the services they need and, wherever possible, joining up services with business partners in both the public and the private sectors. We have worked with the DWP since 2005 across a wide variety of projects covering many areas of their remit.
No one can deny the positive contribution older people make to society.
A visual identity, design and toolkit of partner assets to unite Older People and Ageing Society communications.
Audience.
Everyone needs to understand the value that older people can add to society. Whether you're an older person yourself, a carer or a youngster, a positive image of ageing is a life-enhancing asset for all concerned.
Challenge.
Clarity and campaign ability are critical considerations when marketing around the really big issues. Previous initiatives before our involvement had not created a coherent or convincing proposition that would bring together all campaigns aimed at the over-60s.
Insight.
Is the glass half empty? Or half full? When it comes to ageing, the answer should always be full. Our 'Full of Life' visual identity celebrated the richness of life after 60 by exploring six 'emotions' including 'Full of Vitality', 'Full of Knowledge' and 'Full of Energy'.
Result.
"Full of Life is a communications asset that will surely stand the test of time." Deborah Hankins Communications Group Director Planning and Saving for Later Life Communications Directorate Department for Work and Pensions.