Leading home care provider, Home Instead, is collaborating with gardening expert Alan Titchmarsh in a new TV campaign focused on changing the face of ageing in the UK.

Alongside the launch of a sponsorship of ITV’s ‘Love Your Garden’, hosted by the respected horticulturist, the brand campaign will highlight older adults who have led fulfilling lives – complete with ups and downs – to reflect how perceptions about ageing are evolving.

Planned and negotiated by PHD Manchester and content agency Drum, the sponsorship includes a series of TV idents across ITV featuring Titchmarsh’s voice.

Each ident is designed to connect and inspire audiences around the topic of ‘a life well lived’, encouraging dialogue between people of different generations and facilitating positive conversations around the subject of home care. Titchmarsh will also lend his voice to Home Instead’s new TV advertising campaign, which launches later in the year.

“It’s our mission to enable individuals to receive exceptional support without moving from the home they love and encourage more people to consider home care as the default choice,” said Lee Chapman, director of brand and marketing for Home Instead. “In working closely with a much-loved British personality and appealing to a wider audience, we see this campaign as the logical next step in solidifying our position as the household name for home care in the UK.”

Mark Worth, Business Director at PHD Manchester added: “We’re proud to be working with Home Instead to challenge people to rethink their perceptions about aging. Television creates wonderful opportunities to connect audiences together, especially at a time when so many of us are feeling isolated, and deliver the emotional impact that sparks discussions about what matters most to us.”

The collaboration with Titchmarsh will be the first campaign to feature the brand’s new logo and identity, which has been designed to be more inclusive and express how people think and talk about older adults is changing.