Our Collaboration
 Later Life Ambitions is a leading example of tight collaboration between consultancy and client. In fact it was a joint enterprise between Connect Communications, three membership-based clients and a sponsor, which led to cross-party manifesto commitments, public awareness and a renewed enthusiasm amongst the clients’ membership.
In early 2014, two long-standing Connect clients, the National Federation of Occupational Pensioners (client since 1995) and the Civil Service Pensioners’ Alliance (client since 2005), approached Connect with an idea for a pre-election campaign designed to represent the views of older people. Connect saw huge potential in this campaign and teamed NFOP and CSPA with NARPO, who represent retired police officers, so that the campaign immediately provided a conduit for the voices of over a quarter of a million pensioners. Connect also brought on board leading specialist housing developer McCarthy and Stone, as a corporate partner.
 Working together, we set out to:
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Change the terms of the debate around older people – focusing on their ambitions and aspirations rather than perceived costs to society;
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Get buy-in from all of the main political parties;
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Engage effectively with parliamentary candidates and MPs;
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Engage and amplify the voices of the 250,000 members;
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Reach out to new members and encourage collaboration amongst the membership;
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Generate public understanding and awareness.
"Later Life Ambitions definitely improved the public profile of our organisations. We now have more contacts with politicians to whom we can turn for support, as well as increased awareness and understanding amongst the media.”
Mike Duggan, General Secretary, CSPA
“Working together, and collaborating with Connect, Later Life Ambitions helped us to realise the potential of a united voice to get results.”
Malcolm Booth, Chief Executive, NFOP
“Later Life Ambitions strengthened the voices of our members, a quarter of a million supporters is definitely a voice to be reckoned with!”
Clint Elliott QPM, Chief Executive, NARPO
“McCarthy and Stone help to enable a positive, active future for older people and we were delighted to be involved in Later Life Ambitions. It was fantastic to engage directly with the members and to contribute to policy development in this critical area”.
Paul Teverson, Director of Communications, McCarthy and Stone
Our tactics
Connect designed a multi-channelled approach, that would build on the resources available to each partner and the strength of their membership.
1. Change the terms of the debate around older people
How we did it
Produced a positive, engaging manifesto for the future, separating the myths from the reality distributed to over 2000 targets. Used the experiences and concerns of members to direct the content and private sector expertise from McCarthy and Stone.
Produced specific versions for the devolved administrations, working closely with branches in Scotland, Wales and Northern Ireland.
Designed simple effective logo and branding, using imagery lent free of charge from McCarthy and Stone.
The outcome
Later Life Ambitions recognised by politicians as a ‘reasonable’ alternative to campaign groups such as the National Pensioners’ Convention and seen as presenting a true reflection of the views of moderate pensioners.
Recognisable and simple logo used on all materials.
2. Generate buy-in from all of the main political parties
How we did it
Meetings with spokespeople and SPADs.
Secured articles for each of the member magazines ahead of the election setting out political position of the three main parties from party spokespeople Esther McVey, Rachel Reeves and Steve Webb.
The outcome
Manifesto commitments to maintaining the triple lock from all three main political parties.
Protection of universal benefits for pensioners by the newly elected Conservative government.
3. Engage effectively with parliamentary candidates and MPs
 How we did it
Held a parliamentary reception to launch the campaign, hosted by the then Chair of the Work and Pensions Select Committee, Dame Anne Begg.
Full public affairs strategy to designed to target MPs and PPCs.
Generating significant parliamentary activity and regularly briefing ahead of Parliamentary debates.
The outcome
Over 50 MPs attended Parliamentary launch and signed our pledge.
One-to-one meetings with over 100 MPs and PPCs.
Early Day Motion signed by 67 MPs (including Conservatives, Labour, Liberal Democrats, Democrat Unionist Party, SDLP, SNP Party, Respect and Independents).
Numerous parliamentary mentions.
MPs actively engaged within their constituencies.
4. Engage and amplify the voices of the 250,000 members & Reach out to new members and encourage collaboration amongst the membership
 How we did it
Regular surveys of members (around 1000 members each time).
Development of a pledge card to accompany the manifesto:
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Tear off pledge card;
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Online pledge on the Later Life Ambitions website;
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Large pledge boards taken to events.
Produced a comprehensive local lobbying toolkit (including template letters, press releases and advice on engagement).
Connect attended branch meetings across the country to brief members as well as presented at each annual conference and AGM.
Direct mailings to members to boost usage of materials such as Local Lobbying Toolkit.
Connect ‘matched’ local branches of NFOP, NARPO and CSPA to maximise resources and increase pressure on MPs.
Connect consultants attended fairs and celebratory events to promote the campaign including Hastings Beatle’s Day.
The outcome
Working together, Later Life Ambitions boosted the campaigning skills and confidence of the membership of the three partners and reflected the ‘real voices’ of older people in the run-up to the General election.
Provided evidence for ‘real voices’ as well as collateral for media activity.
Pledges card and online pledge signed by over 1,800 members of the public and MPs including former Business Secretary, Vince Cable and Richard Fuller MP.
Hustings and meetings organised at a number of local branches.
Each mailing resulted in over 30 downloads of materials. Joint meetings were held with PPCs across the country.
NARPO, NFOP and CSPA looking to collaborate in future.
5. Generate public understanding and awareness
How we did it
Created a strong online presence with a professional and interactive website where all resources were available.
Numerous blog updates with Later Life responses to ongoing developments and highlighting coverage elsewhere.
Developed social media strategy, focusing on twitter.
Sought national and regional press coverage.
The outcome
7,714 hits to the website over a 14-month period.
Use of the website for guest articles, such as from Caroline Spelman MP.
28,000 saw or interacted with the campaign on Twitter.
Online twitter engagement/debate with high profile figures including the new Pensions Minister, Ros Altmann.
Extensive national and local media coverage, supported by McCarthy and Stone.
Overal Result
Later Life Ambitions was a truly collaborative campaign which brought together the everyday experiences and realities of the members of CSPA, NARPO and NFOP, with private sector expertise from McCarthy and Stone, and Connect’s campaigning experience.
Working together, Later Life Ambitions achieved huge success with manifesto commitments and the new Government on board. However, members want to do more, the campaign will continue in the new Parliament as we aim to keep older peoples’ issues on the agenda and discussed in a thought provoking and positive context.
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