Campaign makes an impact to win award

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A Northumberland-based PR agency working with older people’s housing and care charity The Abbeyfield Society has scooped one of the inaugural Better Society Awards for its work in helping to tackle the blight of loneliness among older people at Christmas.

The prestigious national Better Society Awards, which recognise organisations that make a valuable contribution to society, judged Abbeyfield’s Coping at Christmas campaign, delivered by communications agency Impact PR & Marketing, top in its Communications Agency of the Year Award category.

The Abbeyfield campaign, running for a fifth year, provided free overnight stays, meals, events and activities to a record number of over-55s during the festive period.

Bamburgh-based Impact PR & Marketing delivered Abbeyfield’s campaign that effectively communicated Coping at Christmas’ key charitable aims, to improve older people’s lives by simultaneously alleviating loneliness and supporting local communities.

Impact director Claire Thorburn said: “I am thrilled that we have won such a prestigious, national award as The Better Society Communication Agency of the Year Award, beating off very strong competition from agencies across the country.”