CorpComms Magazine

Just one per cent of the population is aware of WRVS, a charity that runs local services to support older people in communities. In an effort to boost its profile, WRVS created a national debate to address negative assumptions about the ageing population and its contribution to society that the judges described as 'well thought out' and 'brilliantly executed'.

To ensure the campaign would resonate with three specific groups that WRVS wished to reach - women in their 30s, men and women in their 50s and 60s and its 40,000 plus volunteers and service users - its agency Blue Rubicon brainstormed and refined the initial concepts with relevant focus groups.

There were two parts to the campaign. Research consultancy SQW was commissioned to produce a new economic model that could, for the first time, quantify the social and economic contribution of older people. It found that over 65s contribute £40 billion to the UK economy, after allowing for the costs of pensions, welfare and health services.

To celebrate the contribution of older people, a judging panel, fronted by comedienne Jenny Eclair, created the first ever power list of the UK's most influential pensioners that was topped by the Queen, Delia Smith and David Attenborough. In an effort to ensure the list did not resemble a 'lifetime achievement' award, a category for local heroes was included to celebrate the work of WRVS volunteers.

The campaign generated 259 pieces of media coverage, including articles in the Financial Times, Observer and Society Guardian and discussion on ITV's Daybreak. WRVS was namechecked in 99 per cent of coverage. Almost 400 people downloaded the Economic Report or Power List and more than 2,800 people visited the campaign's microsite.

Nine per cent of the population were aware of the campaign while recognition of the WRVS logo increased from 18 per cent to 22 per cent. The judges found this campaign to be 'exceptional in every way', adding: 'It achieved very strong results and visibility'.

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Shortlisted entries

The launch of the 30% club - 30% club - MHP Communications

Plants at risk: Launch of the Sampled Red List Index for plants (SRLI) study - Royal Botanic Gardens, Kew Press and PR Team