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Anne Gregory

The mission

Help the Aged (HtA) works to improve the quality of life of older people in the United Kingdom and internationally, particularly those who are frail, isolated or poor.

A simple mission statement – quite straightforward. Worthy but unlikely to prompt newspaper headlines.

Elderly people seldom present the most exciting photo opportunities. The copy detailing their doings is rarely considered ‘sexy’. A grey-haired 60 year old pensioner is more likely to have been a victim of crime or an accident to justify her place on the front page, unless of course her name happens to be Sophia Loren or Brigitte Bardot.

So how does a charity working for elderly people keep itself at the forefront of public attention? How does Help the Aged raise £ 40 million and achieve a place in the coveted Charities Aid Foundation Top Ten league table for voluntary contributions?