One in six older people are victims of abuse. It is a hidden issue and why Action on Elder Abuse was established over 30 years ago. Their work has touched tens of thousands of people, shaped government policy and amplified the issue in the national press.

Under new leadership, the organisation recognised the need to create greater relevance and connection with its audiences, increasing recognition and support of the issue.

As a result of a brand strategy programme, a new name was created evoking both the passing of time and urgency, new messaging and an engaging visual identity; all supporting and promoting the brand purpose and proposition.