Red Letter Days launches celebrity supported campaign to challenge ageism

Mark Johnson's picture

Experience gift company Red Letter Days are on a mission to make older people’s Christmas wishes come true this year, with a heartwarming campaign that will see over-65’s granted their dream Christmas present.

The home counties-based firm has launched the No More Slippers campaign to improve how the UK treats older people over the festive period, and to encourage families to empower older relatives to do what they love. 

The campaign will be supported by TV favourites such as Gloria Hunniford, Anne Diamond and Kim Woodburn, the company said.

Ageism on the rise

Ageism is a rising issue in the UK, the firm said, despite the fact that adults over the age of 65 contribute £152 billion to the UK economy each year through employment, caregiving and volunteering. 

The #NoMoreSlippers campaign, which is being supported by Age Space, will challenge preconceptions about what older people are capable of and remind everyone to ask and listen to loved ones’ Christmas wishes, rather than making assumptions.

As part of the campaign, Red Letter Days will be gifting exciting experiences to over 65s across the UK. 

Brits over the age of 65 are encouraged to share what their “ultimate Christmas present” would be for a chance to have their dream made reality.

“Over-65s maintain a sense of adventure and excitement long after some might consider them ‘past it’,” Dan Mountain, CEO of Buyagift, said.

Revved up: Red Letter Days targets seniors in new ad campaign

Breaking stereotypes 

“These stereotypes are hugely damaging as older people continue to contribute significantly to our society. 

“That’s why we’re running a campaign to showcase what over-65’s across the UK really want this Christmas.”

“To challenge these common preconceptions, we’ll be making multiple Christmas wishes come true for older people between now and 25th December. 

“From tattoos to spa days, epic skydives or a day trip somewhere special, we want to hear what gifts and experiences the over-65s actually want. Because a sense of adventure doesn’t disappear with age!”

Annabel James, Director at Age Space, said: “We’re delighted to be supporting such an important and uplifting initiative from Red Letter Days this Christmas. Empowering people to get the most out of later life is top of our agenda. 

“To continue to do the things you love and try out new things is important whatever your age, and even more so as you get older. 

“The benefits of keeping active, busy and engaged are well documented.  Campaigns like this from Red Letter Days are an important reminder to us all not to under-estimate older relatives and friends.”

Entries can be made directly, or people can be nominated by friends and relatives, the firm said. 

Celebs led multimedia campaign

In addition to making Christmas dreams a reality, Red Letter Days will be carrying out activations and video campaigns with the support of high profile celebrities that include Gloria Hunniford, Anne Diamond and Kim Woodburn, in order to publicise the importance of empowering and supporting the older generation. 

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