Anchor drafts in Grayling to campaign for older person's minister

A group campaigning for a minister for older people as part of efforts to raise awareness around social care has appointed Grayling.

Grey Pride petition: Penny Mordaunt MP (far left) and Esther Rantzen backed Anchor's campaign
Grey Pride petition: Penny Mordaunt MP (far left) and Esther Rantzen backed Anchor's campaign
Anchor, a major provider of social housing, brought in the agency following a pitch process and having previously had a retained brief with Citizen Brando.

Simon Peyton, external comms manager at the organisation, explained that the repitch came as part of a review that the organisation was legally obliged to undertake.

Referring to its Grey Pride campaign, in which a petition with 137,000 signatures was handed into Parliament for the creation of a specific ministerial role, he said:

‘We want them to carry on this work as part of raising older people’s issues way up the priority list for MPs and society as a whole until people start to see how the old benefit society.’

Grey Pride has so far led to Liz Kendall being appointed by Labour into the newly created role of shadow minister for care and older people. A ministerial shake up is expected today.

However, Peyton added that the work went way beyond this area of focus.

‘We need brand awareness to increase so that Anchor is seen as the key player within the care and housing sector, and that’s with both the wider public, the media and closer stakeholders.’

Zoe Dubber, associate director at Grayling, will lead the work and report to Peyton.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.