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Joe Sugg teams up with Age UK to support older people

Published on 07 October 2016 10:00 AM

Joe Sugg is Age UK's new ambassadorAge UK is delighted to announce that YouTube star Joe Sugg has become its latest ambassador. With seven million YouTube subscribers and nearly four million followers on Twitter, Joe is one of Britain's most popular social media personalities. He is also a devoted grandson.

Joe plans to support all sorts of events and get stuck in as a volunteer. Speaking about his decision to become an Age UK ambassador, Joe said: 'I wanted to become an ambassador for Age UK because I've always been a strong believer in respecting your elders. I spent a lot of time with my grandparents growing up, and they taught me a lot of valuable lessons in life, stuff that I still live by today. I just think it's really important to give back to them in their later stages of life.'

You can view Joe's interview here:

Recognising that many grandparents play a hugely important and unique role in our lives, Joe joined Age UK in celebrating this year's Grandparents' Day - a chance to recognise and celebrate the fantastic contribution made by millions of grandparents to their families and beyond every year‎.

Of his own grandparents, Joe says: 'My grandparents have done so much for me growing up. I'm really proud to support Grandparents' Day because I just think that we should all appreciate our grandparents - whether they are alive or not - and celebrate everything that they've done.'

Lydia Curran, Head of Celebrities at Age UK, says: 'We are absolutely thrilled that Joe has decided to become an ambassador for Age UK and has offered his support to the charity. His phenomenal social media success puts him in a unique position to champion the cause of older people and help us to engage with a younger audience.'

Age UK is the country's largest Charity dedicated to helping everyone make the most of later life. The charity provides information, advice, practical services and campaigns on the issues that matter to people in later life.


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Notes to editors:

For further information about Joe Sugg, please visit:

For further information about Age UK, please get in touch with the media team on 020 3033 1430, at or visit

About Age UK

We work with our national partners, Age Scotland, Age Cymru and Age NI and our local Age UK partners in England (together the Age UK Family). We also work internationally for people in later life as a member of the DEC and with our sister charity Help Age International.

Age UK believes that everyone should have the opportunity to make the most of later life, whatever their circumstances. We provide free information, advice and support to over six million people; commercial products and services to over one million customers; and research and campaign on the issues that matter to people in later life. Our work focuses on five key areas: money matters, health and well being, home and care, work and training and leisure and lifestyle.

Age UK is a charitable company limited by guarantee and registered in England (registered charity number 1128267 and company number 6825798). Age Concern England and Help the Aged (both registered charities), and their trading and other associated companies merged on the 1st April 2009. Together they have formed the Age UK Group ('we'). Charitable services are offered through Age UK and commercial products are offered by the Charity's trading companies, which donate their net profits to Age UK (the Charity).

 [i] This year's Grandparents' Day took place on 2nd October 2016 - a chance to recognise and celebrate the fantastic contribution made by the millions of grandparents to their families ‎and grandchildren every year‎. With food often triggering some of life's fondest memories, this year Age UK asked the nation to get together in the run up to Grandparents' Day and share the special treats and family recipes that most remind us of our grandparents to raise money for the Charity. Age UK also asked people to show their appreciation for their grandparents by sharing their messages of thanks on Sunday 2nd October. For more information visit

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Last updated: Oct 06 2017

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