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.
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.
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.
