Our brand

Our brand is one of our most valuable assets. It represents:

  • what we stand for
  • what we promise
  • what we deliver
  • what people expect of us.

We have a strong, value-based position which puts the experience of older women and men at the centre of our work. 

How we describe ourselves

HelpAge International is a global network of organisations promoting the right of all older people to lead dignified, healthy and secure lives.


Our vision is a world in which all older people can lead dignified, healthy and secure lives.


Our mission is to promote the wellbeing and inclusion of older women and men, and reduce poverty and discrimination in later life.


Our role is to work with older women and men in low and middle-income countries for better services and policies, and for changes in the behaviours and attitudes of individuals and societies towards old age.
The world we want is one where every older woman and man, everywhere, can say:

“I have the income I need”

“I enjoy the best possible health and quality of life”

“I am safe and secure, free from discrimination and abuse”

“My voice is heard”

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Vision+Mission Manifesto Positioning Values Personality

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HelpAge International is not responsible for the quality of Google Translate. We know it does not translate our terminology well in some languages and we will engage with Google to improve this in future.

Our glossary and editorial style guidelines are designed to help you write clearly and consistently.

HelpAge glossary

Editorial style guidelines 


HelpAge brand guidelines

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Contact the London brand team:

brand@helpage.org or +44 (0)20 7148 7628