Case Study: McCarthy & Stone

Edwina Currie, former Member of Parliament, writer and broadcaster was appointed to the board.

Edwina Currie, former Member of Parliament, writer and broadcaster was appointed to the board.

McCarthy & Stone tasked Tala with supporting transformational business change to increase trust, drive brand awareness among the target audience, provide impartial product development insight and challenge attitudes to ageing.

Tala devised the idea of a non-executive ‘Greater Life Advisory Board’ (GLAB) comprising six, 50+ professionals all with experience of making decisions about later life to provide feedback on product development, supplement lobbying activity and offer insight on how to improve life for older people as a powerful media voice.

McCarthy & Stone - Guide to Later Life

The board was established following a publicised recruitment drive which also saw Edwina Currie, the former MP, writer and broadcaster apply and be appointed.

The group also devised the idea of a free guide, ‘The Guide to Later Life’, to provide an introduction to many of the challenging issues in later life with contributions from a pool of experts, as well as people such as the GLAB members who have personal experience of the issues themselves.

A wide range of media coverage was achieved using GLAB, from providing comment on the shortage of retirement housing, working in later life and excellent consumer coverage on The Guide to Later Life.