Age UK has appointed 3 Monkeys to promote the brand to a larger audience.

The agency will work with Age UK’s 11-strong in-house team to develop a lifestyle PR strategy across consumer media and internal channels.

Duncan Lewis, Age UK group marketing and development director, said: “This is about reaching wider audiences and engaging with them on ageing issues and how Age UK can help.

“We want to make sure people at different stages of life are aware of the services and products that we offer specifically designed for people in later life and how to get in touch with us to access them.

“We also want to get people thinking more positively about age and ageing by demonstrating that growing older does not have to be a barrier to living life to the full.”

Angie Moxham, 3 Monkeys founder, said about the charity: “It’s about helping people face up to age in a positive way, and it is great to be working with such an authority to stretch the brand into a more lifestyle space.”