About

YOPA (York Older People’s Assembly) hosts the York 50+ Festival, a 10-day event with 100+ talks, performances, workshops, and social activities. It’s York’s only festival dedicated to those over 50, offering fun and connections.

Objectives

Develop marketing strategy to combat ageism and recognise the diversity of the aging experience

Profile raising of older people as active contributors to civic life, celebrating their contributions

What we did

Led the development of a strategic communications plan to amplify the voices and diversity.

Created a messaging framework with defined audiences, key messages, success measures and assets.

Mentored students to co-create an engaging social media campaign, combining creativity with real-world experience.