Improving choices for older Scots

McCarthy & Stone
PR Edinburgh, PR Glasgow, PR Aberdeen, PR Scotland, Top PR agency Scotland, Top PR agency Edinburgh, Public affairs Scotland, Public Affairs, Edinburgh, Lobbying agency Edinburgh, B2B PR Scotland, B2B PR Edinburgh, Tourism PR, Hotel PR, Travel PR, Political PR Scotland, PR consultancy Scotland, PR consultancy Edinburgh, PR consultancy Glasgow, Public affairs consultancy Scotland, public affairs consultancy Edinburgh, public affairs consultancy Glasgow, communications audit, digital marketing agency scotland, digital marketing consultancy Scotland, digital marketing agency edinburgh, digital marketing firm scotland, social media strategy edinburgh, social media agency scotland

Insight

We worked with leading retirement developer, McCarthy & Stone, on a campaign to influence Scottish Government Planning policy to encourage more development in older people’s housing.

Planning policy at that time did not mention older people’s housing, despite our increasingly ageing population.

PR Edinburgh, PR Glasgow, PR Aberdeen, PR Scotland, Top PR agency Scotland, Top PR agency Edinburgh, Public affairs Scotland, Public Affairs, Edinburgh, Lobbying agency Edinburgh, B2B PR Scotland, B2B PR Edinburgh, Tourism PR, Hotel PR, Travel PR, Political PR Scotland, PR consultancy Scotland, PR consultancy Edinburgh, PR consultancy Glasgow, Public affairs consultancy Scotland, public affairs consultancy Edinburgh, public affairs consultancy Glasgow, communications audit, digital marketing agency scotland, digital marketing consultancy Scotland, digital marketing agency edinburgh, digital marketing firm scotland, social media strategy edinburgh, social media agency scotland

Idea

Our campaign capitalised on media interest around the demographic timebomb to highlight the huge gap between the number of people over 65 and appropriate retirement homes. As well as demonstrating  how a policy shift could encourage private sector investment and relieve pressure on public funding, we pressed for recognition of the social and economic benefits of older people’s housing, arguing for an exemption from affordable housing (AH) contributions.

PR Edinburgh, PR Glasgow, PR Aberdeen, PR Scotland, Top PR agency Scotland, Top PR agency Edinburgh, Public affairs Scotland, Public Affairs, Edinburgh, Lobbying agency Edinburgh, B2B PR Scotland, B2B PR Edinburgh, Tourism PR, Hotel PR, Travel PR, Political PR Scotland, PR consultancy Scotland, PR consultancy Edinburgh, PR consultancy Glasgow, Public affairs consultancy Scotland, public affairs consultancy Edinburgh, public affairs consultancy Glasgow, communications audit, digital marketing agency scotland, digital marketing consultancy Scotland, digital marketing agency edinburgh, digital marketing firm scotland, social media strategy edinburgh, social media agency scotland

Impact

The revised Scottish Planning Policy published in June 2014 included provisions for older people’s housing, ensuring that councils must consider it in housing needs assessments; prepare policies to support its delivery and allocate sites.

The campaign won Best Campaign in Scotland at the National Public Affairs Awards and  CIPR PRide Gold Award for Public Affairs.

The team on McCarthy & Stone supports planning applications and policy development, bringing a combination of skills and expertise.  This work is a good example of the way we create multi-skilled teams in response to client needs.
Lynne Ziarelli
Senior Account Director

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Lynne Ziarelli

Senior Account Director
  Lynne is a skilled all round communicator who creates clear messages and helps clients get the best results to achieve their PR aims. She thrives on local engagement and is an expert at public information campaigns and consultations, while creating a strategic heart and creative flair that underpin PR activity.