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Helping Others Participate and Engage

Age Cymru

A lack of independence. Not having their voices heard. Under normal circumstances, these are just some of the problems faced by older people in Wales.


When these problems are amplified by a global pandemic, however, the need to address them becomes all the more important. That's why Age Cymru chose Equinox to raise awareness of HOPE: Helping Others Participate and Engage.

A partnership project between various Welsh organisations, HOPE delivers independent advocacy for older people and carers across the nation, helping them have their voices heard. As well as raising awareness and uptake of the HOPE support service by focusing on what it offers and who can access it, we were also tasked with increasing recruitment of HOPE volunteers from a wide variety of backgrounds.

  • With a data-driven strategy in place, tactics included a mix of paid, earned, shared and owned channels.


  • ​Creative comprising authentic designs and 'hero' videos telling stories of real people involved in HOPE advocacy.


  • ​Digital advertising reaching those who would benefit from advocacy and potential volunteers.


  • Pharmacy-bag advertising across 50 pharmacies in Wales to reach older people without access to digital resources.


  • Stakeholder outreach, which saw us share campaign assets with multiple relevant organisations to amplify reach.

Thanks to targeted media choices and authentic, empathy-driven creative, the campaign was a huge success. ​Using a unified creative proposition to speak to both older people and potential volunteers, we were able to successfully increase awareness of the project — all the while increasing recruitment of HOPE volunteers from a wide variety of backgrounds.


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