We worked with older people’s care and housing provider Anchor to create Grey Pride, a campaign calling on the Government to appoint a Minister for Older People.
Driven by the suggestions of Anchor residents and families themselves, Grey Pride was launched with a news story revealing that ageist attitudes are endemic in the workplace.
To provide a clear call to action, Anchor established a petition to 10 Downing Street calling for Britain to have a minister for older people to champion the over-60s at the highest level.
The campaign secured 137,000 backers across the UK including celebrities, stakeholders and senior politicians from all parties, and succeeded in changing Ed Miliband’s Shadow Cabinet with the appointment of Liz Kendall as Shadow Minister for Care and Older People.
Grey Pride transformed Anchor’s communications activity, resulting in hundreds of pieces of coverage and dramatically increasing the charity’s share of voice in the marketplace with only Age UK possessing a higher profile on housing and care issues in the media.