Evermore appoints Claremont Communications to challenge perceptions of the over 80s
Evermore, a provider of housing and lifestyle options for those aged 80 and over has appointed Claremont Communications to spearhead a new campaign to change public perceptions of the growing demographic.
Sara McKee, a former chair of the Centre for Social Justice’s Age Review, is set to launch the new business later in the year and will focus on elderly people struggling to live on their own.
Rebecca Johnston, brand guardian at Evermore, said: “At the heart of Evermore’s ambition is to change the conversation about growing older, creating a paradigm shift in the way we approach later life and the lifestyle options available. Therefore, PR was the natural communications channel to help launch our approach, which is tried and tested in the United States, but unique in the UK.
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“Primarily, the PR activity will play a vital role in raising the profile of Evermore and its innovative approach to helping people feel good for longer. Initially, media relations and events led, the communications aim is to attract support from influencers, investors and the general public and lay the groundwork for eventually driving sales and intentions to buy.”
Simon Francis, director at Claremont Communications, said: “For too long anyone approaching older age has been defined by age or illness stage in an institutionalised sector putting the needs of its operating models first. But, as anyone with relatives in their 80s knows, this group are fiercely independent and want to continue to live life to the fullest. Evermore will remove the fear and stigma of ‘going into care’ with a genuinely different way of approaching getting older – one which is fit for the changing demographics of the UK.”
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