The campaign will launch this Saturday, 17th November in The Telegraph Magazine with a special cover wrap which will include thermal ink.
The wrap will lead with a photo featuring Lynda Bellingham, a celebrity ambassador for Age UK, in a dull and grey living room. The thermal ink will enable the reader to change the grey colour to a warm orange colour, when their hand is placed on any of the items in the room. This will act as a visual explanation about what readers’ donations may be spent on and how their money could help keep people in later life warm this winter.
The remaining three pages of the cover wrap will further explain the ‘Spread the Warmth’ campaign and how Age UK will help older people this winter, with information on how readers can get involved.
Tristan Taylor, Senior Creative Solutions Manager, TMG said, “We are excited to have partnered with Age UK to help promote their ‘Spread the Warmth’ campaign this winter. It has provided a unique opportunity for The Telegraph to show its continued commitment to innovative commercial activity whilst supporting an extremely worthwhile cause. We are also delighted to have been responsible for a ‘media first’ with the very first use of thermal ink in the UK on our cover wrap.”
Marianne Hewitt, Head of Brand Marketing at Age UK said, “Spread the Warmth is one of the most important campaigns in our calendar for raising awareness of the vital support and services we offer older people at a notoriously difficult time of year. Reinforcing who we are and what we do is crucial for our brand and in turn for our life-changing charitable work, so we are delighted to be linking-up with the Telegraph this weekend. It is important to keep reminding donors why we need their help and this is an innovative and visual new take on that.”
