Understanding the opportunity 

Whether it’s delayed social care reform, older people being shut out of society, later life wellbeing, intergenerational interaction or age-friendly communities, our longstanding and award-winning partnership with Anchor sees us continually call for better for our ageing population, and those who care for them.

Our most recent campaign, #PlatinumPound, was born from insights from Anchor’s residents, which found that people in later life feel excluded from the workplace and identified huge amounts of untapped potential. We delved deeper into this issue through the creation of an in-depth report with think-tank Demos. We found that over 800,000 older people want to re-enter the workforce. Meanwhile, the economy is missing out on £6bn per year due to a decline in our later life workforce. This armed us with data to land the campaign with impact.

Bridging the gap 

By grounding our work in sector and audience insight, and aligning with strategic business priorities, we call for change with a solutions-focused approach.​ We build our comms from the ground up​, listening to the sector and those it supports to identify what really matters. We bolster this with data to add gravitas, assets that grab attention, and solutions that drive change forward.​

The #PlatinumPound report identified clear solutions, including mandating large public and private sector employers to train managers on how to support older workers and improve cross-age team working. By providing solutions alongside the issue, we positioned Anchor as a thought leader and true champion of older people.

Engaging audiences 

Our work focuses on driving change at all levels – from individuals, to businesses, to strategic partners, to government. Our #PlatinumPound campaign engaged with multiple audiences to push for positive change. We called on government to make workplaces more age-friendly, with the Platinum Pound report being discussed at party conferences. Driving tangible change, we encouraged businesses to sign the Centre for Ageing Better’s Age-Friendly Employer Pledge. Crucially, we empowered those at the heart of the issue – we worked closely with Anchor’s residents and older colleagues to share their stories and highlight the human side of the need to value older workers.

Building value 

We launched #PlatinumPound with a full-scale media and social media push, with longevity built in from the outset. By exploring multiple angles with our research, we secured high quality cut through spotlighting a range of issues and opportunities that the report uncovered. This is allowing us to continually repurpose the insights and call for change over the long-term, cementing Anchor as a champion of older people and an employer of choice.