Contact: Vicky Griffiths, Corporate Marketing Manager, ext 6499, email [email protected].

1 Summary

1.1 This report makes recommendations for an older persons communications campaign to promote the work of Hampshire County Council.

1.2 This supports aims 1,4 and 5 of the Corporate Strategy to maximise life opportunities, build strong and safe communities and improving services by raising awareness of available services across the County Council.

2 Background

2.1 Recent research among older people undertaken by Hampshire County Council as a response to the Cabinet older persons priority, highlighted their issues of greatest concern. They include retaining their independence; not becoming isolated; finances; access to health and related services and crime and disorder. These issues will be addressed within the campaign.

2.2 This campaign is designed to pull together the broad range of services available to older people, raise awareness and encourage participation by the target group. It will also aim to inform all Hampshire residents of the work being undertaken to address their concerns for older people identified through the research.

3 Methodology

3.1 The aim would be to draw together a number of representatives to form a working group across the county council and also from external organisations, under the guidance of the older persons priority working group, to ensure all messages are co-ordinated and all communications mediums are exploited.

3.2 This group would work together to specifically identify target market groups that are traditionally hard to reach.

3.3 This group would also ensure the communications campaign supported service delivery and communications with older people from across all departments of the county council as well as appropriate, external partners.

4 Communications Plan

4.1 The communications plan would be focused around one key campaign that would bring together all relevant information for older people. It would also link to all the individual services and information available to build a central profile for all the work being undertaken or facilitated by Hampshire County Council to help our older residents to maintain independent living.

4.2 An integrated communications campaign would be implemented using media relations, advertising, other ambient advertising such as on buses and at bus and train stations, direct marketing using posters and flyers, community road shows and talks, Hampshire Now as well as attendance at other exhibitions and events. The wide diversity of the group means a wide range of communications mediums would be most effective in getting our messages across to the target group as well as Hampshire residents as a whole. It also includes more targeted communications techniques that would enable us increased access to hard to reach groups rather than just relying on a traditional blanket approach.

5 Legal implications

5.1 None.

6 Financial implications

6.1 As this campaign is closely linked to the Cabinet's short-term priorities it is proposed that this campaign be agreed and £130,000 funding identified. This will be spread over two financial years, with £80,000 required within the revised budget for 2004/05 and £50,000 identified within the 2005/06 budget.

7 Personnel implications

7.1 None.

8 Impact assessment

8.1 Race and equality impact assessment has been considered in the development of this report and no adverse impact has been identified.

9 Crime prevention issues

9.1 This report considers a campaign that will assist in conveying messages regarding the prevention of crime and increasing security.

10 Views of the Local County Councillor

10.1 The Leader of the County Council has already agreed to this campaign in principle.

11 Conclusion

11.1 As this campaign is closely linked to the Cabinet's short-term priorities it is proposed that this campaign be agreed and £130,000 funding identified. This will be spread over two financial years, with £80,000 required within the revised budget for 2004/05 and £50,000 identified within the 2005/06 budget. An evaluation report will be produced at the end of this pilot project to consider whether future campaigns should be funded.

12 Recommendation

12.1 Approve an older persons communications campaign on the basis outlined in the report.

Section 100 D - Local Government Act 1972 - background documents

The following documents discuss facts or matters on which this report, or an important part of it, is based and have been relied upon to a material extent in the preparation of this report.

NB: the list excludes

1. Published works

2. Documents which disclose exempt or confidential information as defined in the Act.

Older Persons Survey 2003

Hampshire Residents Survey 2003