Older people’s charity Royal Voluntary Service (RVS) believe that you are only as old as you feel and are on a mission to get the nation to reassess their view of old age. We were challenged to find a way to turn outdated perceptions of older people on their head.
Tapping into the rise in arts and crafts hobbies, fuelled by shows like The Great British Bake Off and The Great British Sewing Bee, we created a one-day festival, called GrandFest, designed to showcase the craft skills of talented older people, dubbed ‘GrandMakers’, and connect the older generation with the digital generation. We rolled out GrandFest in 2015 and 2016 with a carefully phased media strategy building interest and driving bookings ahead of the event.
For GrandFest 2016, we secured a total of 214 pieces of coverage with a reach of 159 million, an increase of 37% on the 2015 coverage. This included 48 print pieces, 26 pieces of TV coverage and 46 pieces of radio coverage. The highlight was ITV London attending to film a pre-record broadcast for its early evening news. GrandFest was named Charity Campaign of the Year at the 2016 Drum Network Awards.