55/REDEFINED REDEFINING LIFE OVER 55

Time…to take your foot off the gas

Time…to wind down for retirement

Time…to rest up, take it easy

 

OR IS IT?

The UK is ageing. We are living longer, working longer, playing longer. 

So, how do we recruit, retain and retrain the older generation at work? How can we help them live their best lives for longer? 

55/Redefined is a membership platform for over-55s that connects them with flexible jobs, tailored legal, financial and lifestyle advice. 

55/Redefined chose Story to devise a campaign that smashed stereotypes about age, tackle workplace ageism and prove that being over-55 is when life starts to get really tasty.

The business goal? Get consumer members and corporate partners signed up on the platform from a standing start.

OUR GAMEPLAN

To help 55/Redefined create a movement for those who don’t fit the twee stereotypes and are fully ready to live, work and play in their 50s and beyond.

A bold questioning of what ageing now really looks like – and it ain’t teacups and feet up.

A calling out of ageism in the workplace – because bullies don’t win

WHAT WE DID

In a nutshell. A bold film. A hard hitting report on ageism at work. Data backed media relations.

Working with comedian and Bridgerton actor Ben Miller and 55/Redefined to create ‘Dance Like Everyone’s Watching’ – a film that questions any notion of slowing down.

‘Shut out, forced out and overlooked’ – A high impact report, in partnership with ageism charity ProAge, that revealed the stark reality of age discrimination in UK workplaces. A relentless push for results secured over 100 pieces of coverage.

And finally. Our media survey of 1000 over-55s. Launched with Ben Miller’s video, it gave us the headlines to put 55/Redefined in the headlines.

NEXT UP

SHUT OUT, FORCED OUT AND OVERLOOKED

‘Shut out, forced out and overlooked’ – 55/Redefined’s high impact business report, cobranded with ProAge – a UK charity for age diversity in the workplace – that revealed the stark
reality of age discrimination in UK workplaces. Our punchy release, along with a relentless
push for results, secured over 100 pieces of coverage across national, trade and regional
media – plus additional interview and thought leader opportunities.

Read more here

AND FINALLY. OUR MEDIA SURVEY OF 1000 OVER 55S

Launched with Ben Miller’s video, it gave us the headlines to put 55/Redefined in
the headlines.

What happened:

4000

Members signed up to the platform within seven months

11

Partners landed since launch including Slater & Gordon, Fluent Money Group and Succession Plus

3818

Job applications secured with age inclusive employers via our Jobs board

IMPACT

OUR “DANCE LIKE EVERYONE’S WATCHING” FILM SECURED:

  • 13,000+ views of the video within the first 12 days post-launch
  • Media opportunities secured for Ben Miller with The One Show, Loose Women and C5’s Jeremy Vine Show to talk about the subject of ageism and what it means to be older now
  • Widespread and positive social media discussion about the film amongst our target audience.

MEDIA IMPACT IN LESS THAN SIX MONTHS

  • 125 pieces of coverage from the FT to the Mirror, The Sun, This is Money, BBC Radio London, The Times and Sunday Times, The Telegraph and The Daily Express – including 17 backlinks
  • 2,000 social media shares of coverage with 2m estimated online views

“STORY’S IDEAS WERE CREATIVE BUT BACKED BY A STRONG RATIONALE THAT
WON US OVER IN THE PITCH, AND THEN MORE THAN DELIVERED.

From blanket national print, online and broadcast coverage for our ageism report, to the celebrity video
with Ben Miller that has given us a strong piece of evergreen content – the success and profile from launch
gave us the platform to build the business and grow at pace.”

RHIAN BILLINGTON

Chief Marketing Officer, 55/Redefined