We got younger people excited about retirement.

Anchor ‘Grey Matters’ campaign: Getting younger people to think about options for later life is not easy given the financial obstacles faced in the present – but we love a challenge. Starting a national conversation about retirement living and care options was our first step, along with establishing a strong brand identity and providing practical planning tools and advice to enable individual conversations.

This included a popular Mr and Mrs-style video to highlight the importance of having this difficult conversation with loved ones, backed up with expert advice and endorsement from psychologists. Blanket national, regional and trade coverage included Woman’s Hour, The Independent, The Times, The Guardian’s ‘Day-in-the-life’ and Daily Express, and we went the extra mile to ensure every piece was backed-up with real life stories. A strong social media campaign resulted in 80 Facebook likes, more than 200 YouTube views, and reached over 21,000 Twitter accounts.