Age Concern’s Heyday starts to see the light of day – just

Because I am such a generous guy, and know a lot of people working for Age Concern, I will give them a bit of free consultancy. All this media stuff is going to create a lot of interest about Heyday, not with their prime target market, but all the same - interest is worth something. When I go to web site all I get is a “coming soon message” and gives me a telephone number to call!. Why not add a feature to add my e-mail address so you can tell me when the site is launched. Even if you don’t bother to do anything with the e-mail addresses it appears a professional way of doing things. Just a thought.

Age Concern has appointed Clemmow Hornby Inge to handle the £8m launch of its membership scheme Heyday.

This announcement recently appeared in BrandRepublic.

Heyday, which launches in April, will rival Saga's scheme for the over-50s, offering members a number of incentives, including promotions and discounts.

The advertising and direct activity will target various age bands and segments.

All Heyday profits will be ploughed back into the charity to finance future Age Concern campaigns.

The work will focus on the scheme's financial services, but will also encourage members to reassert their influence in society, addressing issues such as how society perceives over-50s. Age Concern hopes to spark national debate on improving the everyday lives of the over-50s.

Heyday will be run independently of Age Concern and has registered its own website, heyday.co.uk, where members can access exclusive deals.

The scheme will also offer advice and information on issues such as preparing for retirement and coping with health problems associated with aging.

Age Concern anticipates that Heyday members will use the scheme to form local social networks.

Heyday will complement the existing Age Concern scheme, Age Concern Enterprises, which offers services such as affordable insurance.

Research conducted by Age Concern has revealed that most of its members believe the media portrays them negatively and about half believe that marketers ignore them.
Dick Stroud