Independent Age is the new name for a long-established charity called Rukba (Royal United Kingdom Beneficent Association.).

The charity's aim is to help older people remain independent in their own homes for as long as possible, recognising that the 'final' move to a communal retirement home can often be both traumatic and counter-productive.

For years, the charity struggled with a difficult name that gave no clue to its purpose and one of our contributions - through our experience in corporate identity - was to suggest the new name: Independent Age.

The charity then needed a video to underline the name change and to communicate with more emotional force the very real impact it had on the lives of so many older people.

We interviewed a large number of their beneficiaries, often for hours, to end up with some very telling testimonials that were then cut into shorter sequences to build a varied and contrasting witness to the charity's work.

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