Anchor, a major provider of retirement housing, care homes and support for older people throughout England, is seeking to continue the momentum behind recent efforts.
Anchor’s head of communications and public affairs Mario Ambrosi said: 'We are in the advanced stages of a tender for PR services to help continue to raise awareness of Anchor as an organisation dedicated to happy living for older people.
'The tender has been in Anchor’s planning for some time and will build on our ongoing Grey Pride campaign for a minister for older people to be appointed to attend the Cabinet.'
The organisation has previously worked with Citizen Brando and attracted 137,000 signatures on a petition as part of its Grey Pride campaign. The campaign led to Labour leader Ed Miliband appointing Liz Kendall to the newly created role of shadow minister for care and older people.