Case Study: Age UK inspires more people to stay active with eight&four

Age UK showcases 10 everyday athletes with eight&four

The customer, Age UK, faced the challenge of motivating people aged 50-65 to prioritize physical activity, as this demographic often didn't feel "old" yet and deprioritized exercise until its effects became harder to reverse. The vendor, eight&four, was tasked with creating a social campaign to show that small, regular movements could lead to a healthier later life.

The solution implemented by eight&four was the creation of "Team Age Better," a group of ten relatable individuals shown staying active in accessible ways. The campaign included a hero film narrated by Gabby Logan, personal vox pops, and social cards that turned team members into sporting heroes. This approach successfully redefined what an athlete looks like, making movement feel more achievable.

Age UK