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ExtraCare Charitable Trust

Services: Creative campaigns/Design and digital/Marketing/Strategic communications

Promoting positive later life

ExtraCare Charitable Trust is a registered charity dedicated to helping older to have people better lives, and creating sustainable communities that provide the homes, lifestyles and care customers want.

The Trust builds and operates 21 attractive villages and schemes based on an extra-care model. These provide more than 4,200 homes for affordable rent, shared ownership and leasehold sale, with leisure and wellbeing facilities for residents, volunteers and surrounding communities. The Trust is a Gold Investor in People with more than 1,500 staff and 2,300 active volunteers. It also runs a chain of charity shops from which the incomes goes towards care and wellbeing services for older people.

The client appointed us to create an age-positive campaign and promote its research with Aston University.

Our first task was to develop a strategy, messaging and branding for Channel 4’s ‘Old People’s Home for Four Year Olds’ series, which featured some of the Trust’s schemes and residents.

Beginning with some desktop and competitor research, we developed the core campaign messages and a range of visual materials from shop window banners to postcards, web content and door hangers. These were delivered to more than 70 locations across the UK to meet broadcast deadlines. We also produced social media assets to help the client build profile and support for the campaign. This secured their strongest ever social media engagement and substantial media coverage, including the BBC Radio 2 Breakfast Show and The Daily Mail.

The partnership with Aston University aimed to demonstrate the measurable difference that living in an ExtraCare scheme made to older people’s health and wellbeing. We produced an overarching campaign theme and visual identity, then deployed this across social media and online with an academic report, leaflet and animation.