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The Government has drafted in Saatchi & Saatchi to promote a new

national body aimed at creating volunteer jobs for the over-50s.

The Charlotte Street agency won the creative assignment after a pitch

orchestrated by the AAR.

Media buying arrangements have yet to be decided.

Tony Blair launched the National Experience Corps in the run-up to this

year's general election. It will enable people aged over 50 to work with

church-based and other voluntary groups and will be backed by £19

million of funding over the next three years.

Baroness Sally Greengross, the former head of Age Concern, is leading

the organisation, which forms part of a £300 million government

initiative announced by the chancellor, Gordon Brown, to publicise

opportunities for voluntary work.

Saatchis' brief is to produce a campaign that will persuade mature

people to pass on their skills and experience to others. They are seen

as being of particular help in advising young parents on bringing up

children.

The Experience Corps has said it wants to develop a distinctive brand

for itself that clearly emphasises its goals. Its advertising strategy

will concentrate on magazines aimed at readers in the over-50s

bracket.

The organisation is a manifestation of the prime minister's intention to

put moral values squarely at the heart of the Government's policy.

He has consistently called for religious charities and organisations to

become partners of the Government in promoting health and welfare

provision.

He believes that the Labour Party has previously been too suspicious of

enlisting the help of such groups.