Case Studies - Age Concern

As the UK’s largest charity working with and for older people, Age Concern Funeral Plans were designed for people who want a secure way of arranging and paying towards their funerals in advance.

Although death is a largely taboo subject, over-75s are more comfortable with thinking about funerals because they are likely to have already experienced what it is like to arrange one for someone they know. This is the key insight, understanding how difficult it is to deal with loss and plan a suitable send off means they can see how their own loved ones could benefit from not having to find the money to pay for their funeral and not having to second guess the kind of service they'd want.

A new suite of conversion materials has recently been produced with a fresh, clean and striking visual style featuring images of active mature consumers, to give a feeling of life. Planning for the future isn't just for people who might die soon, but for those who intend to live and be part of their children and grandchildren's future.This new suite of conversion materials increased conversion levels and reduced the cost per conversion beyond expectations.