Half of the UK’s local Age Concern charities have agreed to become brand partners of Age UK.

The remaining charities have until the end of October to become “friends of Age UK”.

Brand partners usually have an obligation to change the branding on their promotional items.

Following a merger between Age Concern England and Help the Aged two years ago, local Age Concern charities were given until March 31st to become official brand partners.

Some 135 organisations signed up before the March 31st deadline and will be rebranded as Age UK organisations.

A further 40 applications are currently being processed.

Commenting on the widespread uptake of Age UK branding, Helena Herklots, services director at the charity, told Third Sector: “We always expected about half would become brand partners and about half would become friends of Age UK.”

One of the charities not joining the national movement is Age Concern Manchester, which claimed it needs to keep its local focus.

At the start of this year, Age UK noted that its donations had dropped since its merger.

1 Plummer, John. “Half of local Age Concerns agree to be ‘brand partners’ of Age UK“. Third Sector. Thursday, March 31st 2011.

Posted by Cheryl Jackson-Leafield