We stood up for sitting down with a national campaign that called for change

The challenge
Anchor, a not-for-profit provider of care and housing for older people, works in a highly competitive sector, often battling out of date perceptions. Our brief was to work with the Anchor team to show how they care about, and champion, things that matter to older people.

Our approach
Anchor’s care staff identified one very simple thing that was stopping older people getting out – a lack of seating.

Working alongside the Anchor team, we took this idea and turned it into an attention grabbing campaign, Standing Up 4 Sitting Down  (SU4SD). The campaign launched with a national news story, amplified with social media, calling for change.

The results
We secured extensive media coverage - 249 pieces in total. The campaign made the headlines of BBC News and BBC Breakfast, which broadcast a live interview with Anchor’s Chief Executive. In fact, SU4SD featured on BBC News and BBC Breakfast a total of 18 times on launch day.

3,000 chairs were pledged as a result of the campaign and Anchor experienced a 650% increase in enquiries. SU4SD won the CIPR’s Excellence Award for The Best Use of Media Relations, impressing the judges by identifying ‘an important issue that no one had spotted’ and creating a campaign that ‘resonated with the media, retailers, politicians and society at large.’