WRVS calls in Blue Rubicon

Women's voluntary organisation aims to alter perceptions of older people.

Over 45,000 female volunteers: WRVS
Over 45,000 female volunteers: WRVS

The WRVS has asked Blue Rubicon to help change perceptions around Britain's ageing population and the contribution that older people can make to society.

Previously named the Women's Royal Voluntary Service, the charity has more than 45,000 volunteers across the UK who help older people.

Despite many successes, the charity is often associated with past glories such as Meals on Wheels and the Land Girls, which operated during World War Two.

As a result, WRVS is keen to modernise its image, while drawing attention to the positive impact an ageing population can have on society.

Blue Rubicon director Nick Keegan said: 'Everyone knows there's an ageing population and we are trying to show that it is not necessarily a bad thing. Old people make a great and undervalued contribution, and we are looking at different ways of bringing that to life.'

The charity is seeking to inspire more people to volunteer, drive fundraising and increase the awareness of its services among people who may need them.

WRVS head of marketing Sarah Mitchell said: 'We want to make Britain a place that has a positive view of older people and recognises, and values, the contribution they make. This can be done both through volunteering and the everyday support and role they play in their communities.

'This campaign will help WRVS drive the movement to make Britain a great place in which to grow old.'

Blue Rubicon was initially brought in by WRVS to design a campaign that was developed jointly with the charity's audiences, such as current and potential volunteers.

The agency has now been appointed as the delivery agency for the campaign. It declined to reveal fees.

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