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Age UK – a new charity that incorporates Age Concern and Help The Aged – has launched a new television ad campaign that features Ian McKellen, Brian Cox and Eleanor Bron following research that reveals that 78% of people over 60 feel that older people are ignored by society.

The new advertising campaign – also fronted by television fitness expert Diana Moran – aims to showcase the range of ways that Age UK can help the aged‚ as well as the products and services it offers and how people can get in touch.

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

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.

“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,” said Michelle Mitchell‚ Charity Director for Age UK. "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.”

Find out more about the campaign here.

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