The challenge: To create a distinctive brand proposition in a crowded market with a multitude of "me too" product offerings.
Insight: Older people crave time, time to: talk, to be listened to, to have their basic needs met, to understand a frenetic technology led world.
Idea: Making time for older people.
Conversion / Results: Total adoption of the brand proposition by a hitherto disparate membership organisation creating the ability to mount cohesive unifying awareness building and fundraising campaigns.