Newcastle University

On Tuesday 23 March, Newcastle University is launching a major national campaign to challenge negative perceptions about older people. The University has engaged Admiral PR to run the campaign on its behalf.

The campaign is the public face of Changing Age, the first of the University’s societal themes aimed at addressing the demand-side of research by responding to pressing needs within society. ‘Changing Age’ aims to confirm Newcastle University as a leading centre for ageing research in the national and international community. The campaign itself seeks to influence government policy on the issues associated with an ageing population.

The Changing Age campaign is being launched simultaneously in London and Newcastle with the publication of the Newcastle Changing Age Charter. This open charter calls upon everyone - the public, organisations and the leaders of all political parties - to pledge their support to the campaign to promote change and help to create a society in which people of all ages can live their lives to their fullest potential.

The charter is being backed by a billboard and poster campaign, social networking and a dedicated Changing Age website which will go live on Monday 22 March.

http://www.ncl.ac.uk/about/changingage/

For further information contact: Anne Coxhead, Head of Marketing and Publicity (ext 6135; e-mail: a.e.coxhead@ncl.ac.uk)