Specialist sports communication agency MatchFit has teamed up with Age UK in a drive to raise awareness of the importance of exercise for 50-65 year olds. The aim is to bring together sports and leisure organisations. Details of those taking part will be revealed on April 21, when the summer campaign is launched. The agency’s co-founder Donald Parish said:As a team of sport enthusiasts who see first hand the power of sport and its impact potential across generations, Age UK’s ‘Act Now, Age Better’ campaign really resonated strongly. To see so many leading sporting organisations coming together to support people in becoming ‘MatchFit’ later in life makes this the perfect partnership. Louisa Fyans, chief brand and communications officer for Age UK noted that health and well being were often pushed to the bottom of the priority list until it was too late, with one in sic British deaths linked to physical inactivity.
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