How to share lived experiences using #rocur or Twitter take overs

Hearing someone’s story firsthand can build empathy, a sense of community and crush stereotypes or assumptions. But in a noisy world, how can we as charities get those voices heard?

Finding ways for people to engage with real experience is key. More charities are trying rocur (rotation curation) or media take overs. Find out how they could work for you.

colourful children's drawings of faces

Hearing lived experience

We’ve talked before about empathy and the power of stories (following Jude Habib’s amazing Being the Story event in 2016). Last week at the Social Media Exchange Lemn Sissay argued that charities shouldn’t be working to ‘give children a voice’ as they have voices already. Rather we should be working to find ways for their voices to be heard.

This idea was explored more deeply by Gemma Pettman in her blog post following the event in which she included reflections about the Expert Citizens programme.

We may feel like we are working hard to get the voices out there but your case study or a video probably isn’t doing this. As editors we are applying our own filters and key messages to these stories. Of course as comms professionals, we might feel like we know what makes a good story and we want to streamline the story so it ticks our boxes (we don’t want any other causes or issues getting in the way). But this isn’t the way people work.

It might feel scary or dangerous but how can we create a platform which we can hand over to the people we represent? Some charities are doing this through their blog or vlog. For example Mind invites anyone to contribute. Others are using social media to share user-generated content. For example read about Anthony Nolan’s Facebook content strategy.

To actually hand the keys over to the channels is another level, with no editorial control! Here we look at some examples.

Rocur (or rotation curation)

According to wikipedia, rotation curation started on Twitter in 2011 with the @sweden account. Rocur accounts are usually managed on a weekly basis with each new person sharing details of their lives. An administrator manages the account, ensuring every week is covered.

The Sweden account (which itself says it started in 2009) is still going strong and has 104k followers. There are now many other location-based accounts including @LondonisYours, @WeAreXPats and HI_Voices.

In October 2016, the nhs account launched with Richard who shared his experience of living with cancer. The account is ‘manned’ by staff, trainees and patients and already has 10.6k followers. It is used from 8am-8pm, Monday to Thursday and from 8am-6pm on Friday.

text says: @NHS aims to celebrate the NHS by bringing to life the stories of staff and patients through their own words. To highlight the amazing stories that happen every day and the people involved. @NHS enables people with an NHS story to tell to share their experiences.

This account works so well because it is well curated with different voices each week. The weekly host tends to share a lot of personal information and they respond to questions and treat it as a conversation. It feels like followers are genuinely learning about someone’s job or condition from reading the tweets. Read more about the @nhs account.

In a similar vein, @Parkinsons52 is used by people who have experience of Parkinson’s. The account has been live since February 2016. It has been hosted by patients experiencing varying stages of the disease from across the world as well as health care professionals and staff from Parkinson’s UK including CEO Steve Ford. It was set up by David Sangster who saw it as a way to connect the Parkinson’s community, raise awareness and to show how the disease can affect people of all ages and backgrounds.

tweets from Parkinsons52

Take overs

Less of a committment is to host a social media take over, where someone outside of the comms team uses the account for a short time. This is generally less about lived experience and more about giving an alternative insight or perspective. Museums are good at doing this such as with their ask the curator sessions.

Kids in Museums drive an annual day where museums let children take over. Some organisations do this by letting young people use their social media accounts to share their experiences of the museum. The Teen Twitter Takeover is in August and there are useful factsheets about how to let teenagers tweet from the museum account. The guide says that the biggest benefit is that the teenagers feel really trusted to be allowed to do this. Read more about Take Over Day.

Take over day tweet from Helston Museum

Each year local government joins in with #OurDay. This is more managed than a take over but gives an opportuity for councils to share the stories of employees and locals who use services. Through the social media activity they can show the detail and breadth of what they do. See this Moment of #OurDay in 2016 for some examples.

Could it work for you?

If one of your goals is to raise awareness, then somewhere within your comms strategy should be a way to show rather than tell.  Finding simple ways to build understanding and empathy is key.

These examples are all about showing the detail of something, the everyday impact of a condition or situation. It is the detail which connects us. And it is the detail which is often missed in our corporate comms where we are often trying to show the bigger picture to make a point.

Giving a platform in this way can be daunting. Some of the barriers could be:

  • “it sounds too time consuming to administer and monitor”
  • “we don’t have access to a big bank of potential people who could contribute”
  • “we have a duty of care for children or vulnerable people – what if people ask probing questions or they get trolled?”
  • “is it really worth it – will people listen or engage? Will it actually change anyone’s minds?”
  • “our community has low IT skills or limited access to tech.”

A good plan, policy and support are key. Be realistic about what you can take on. You don’t have to sign yourself up to a year-long stint of weekly hosts. It is ok to take a pause. Why not start small, an hour on the first Friday of every month or a pilot project?

Of course, this method will not work for every cause and will be out of reach for many small charities. But as the examples show, they don’t have to be owned by a charity. Parkinsons52 works so well because it is about the disease rather than about the charity. PUK are occasionally involved but they don’t own or manage it.

For contributors it can be a real opportunity to share their experience and feel like they are helping other people to understand. It can be empowering. It can be a way of connecting with others in a similar situation.

If there are accounts out there related to your cause why not support them, promote them and even contribute to them?

Tips for recruiting and managing contributors

  • Recruit a good mix of volunteers to help you get started. This will also help to establish the tone. Think about people who have interesting stories or ideas and who are used to using social media. Once the account gets going, think about how you’ll find new people to contribute. Make it easy for them to sign up and keep good records of who has contributed and who is to come to make sure you have a good mix.
  • Produce tips and guidelines to give to contributors. Include an idea about how often to tweet (5 times a day is achievable for most) and best times of day to get a conversation. Be very clear about your posting guidelines (eg no obscene, offensive or self-promoting material) and what contributors can do (such as unfollowing or DMing people).
  • Provide instructions for the practicalities of using the account such as the handover between people and logging in. Will you change the password each time a new person uses the account?
  • Help your next contributor to prepare for their time. Ask them to think about what they do and don’t want to tweet about, what questions they will ask to prompt conversations and how they’ll deal with people they disagree with. Help them to think about a ‘message’ they’d like people to go away with at the end of their week if this is relevant. It is also useful to help them prepare for the lull days in the middle of their stint. Polls can be a good way to drive interaction. As can photos.
  • Be ready to step in if they need support. It can take a brave person to put themselves out there (especially on mega accounts like @nhs). You should also do some thinking about the things that could go wrong and have strategies in place to deal with these.
  • At the end of their time, think about how to support them – it can be hard to get used to normal life after having so many people listening and talking to you!

Tips for getting the most out of the content

  • Pin a welcome message for the new account holder so your followers can understand what is going on.
  • Personalise the avatar and username – the nhs account do this really well.
  • Curate the best tweets from the event or week. For example take a look at the @nhs Moment from Yvonne’s week and the full list of @nhs Moments. Think about how to showcase these on other channels.
  • Prime some friends, colleagues or family to ask questions to get the conversation going, especially as the account gets established.

screenshot from @nhs account

Share your examples

Have you seen any other good (or bad) examples of rocur or take overs? Are there any other charity or public sector examples? Do share them here.

If you are looking to experience a take over firsthand to get a feel for how it works, accounts like @LondonIsYours are always looking for new contributors. Why not see if there is an account you can contribute to?

With thanks

Big thanks to rocur users Leah Williams Veazey and David Sangster who shared their experiences for this post.

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Social media and charity content – recent highlights

Catch up with this week’s news, hashtags and creative content.

Cathy Come Home, RNIB's Mannequin Challenge, #OurDay and Innocent's #handmadetweets

In the news

This week it was 50 years since Cathy Come Home was broadcast. It inspired charities such as Crisis to be set up. It is currently available to watch on iplayer until the start of December. It is also worth listening to After Cathy which was on Radio 4, sharing stories of people experiencing different types of homelessness now.

John Lewis released its advert of bouncing animals. This year they are working with the Wildlife Trusts, although you wouldn’t know it from the advert. Sainbury’s and Aldi’s adverts at least had the charity logos showing at the end. In contrast Pret didn’t make a swanky, tear-jerking ad but produced a film showing their work around homelessness.

A CAF poll says that #FirstFiver generated an amazing £12.5m in donations. Did you see this note sent to Age UK?

The list of top #SocialCEOs was announced this week. The full list is on Zoe’s SocialCEOs blog post and tips were published on the Guardian Voluntary Sector Network. I liked the stars used to congratulate the individual winners.

Spcial CEOs - naming and congratulating individual winners.

Over the last 18 months I have been working with the British Society for Haematology and helped them to transform from this to this. Their new website and brand launched last week.

BSH before and after

Events

If you missed them, catch up with recent conferences and events:

Great content

The biggest piece of content I have been looking at this week is JRF’s mighty manifesto to solve UK poverty. Amazing piece of work.

JRF's ending poverty roadmap

Coming soon

Am looking forward to taking a closer look at Christmas campaigns. In the meantime, here are some digital advent calendars from last year.

Feels like it has been a full-on week, especially in the lead-up to Christmas. What were your highlights this week? Please do share via the comments box.

Have a good weekend.

Anthony Nolan’s Facebook content strategy

A content strategy can be used to look at the overall publishing messages and processes for an organisation. Or it can be focussed to one particular channel or element of delivery. In this post we look at the brilliant Anthony Nolan’s Facebook content strategy and see how they went from mainly ‘housekeeping’ type posts / sharing news stories, to using first-person, authentic storytelling with dramatic results.

L-R Before and after the content strategy

About Anthony Nolan

Anthony Nolan is a national charity who match people “willing to donate their blood stem cells or bone marrow to people with blood cancer and blood disorders who desperately need lifesaving transplants”.

The small digital team had built up a healthy following on their social media channels. Inspired by the NHS Blood Donation’s approach to storytelling and some successful trials, they wanted to refocus their Facebook comms.

August 2015

  • 45 Facebook posts to 50,000 followers.
  • 30 posts were niche or transactional ie ones requested internally to promote an event or news item or fundraising activity.
  • 15 posts were story-led about stem cell donation, transplants or blood cancer. These performed better.
  • Average of 279 engagements per post.

The team recognised how powerful stories could be but there was no overall direction or resources to find stories. They also identified that there was internal pressure to promote department-specific needs.

The change

The team had been watching how NHS Blood Donation used Facebook to celebrate and inspire donors.

In January their own patient appeal (#Match4Lara) flourished on social media leading to copycat appeals from other families. Previous campaigns had been press-media focussed. Their approach needed to change to be able to respond to and support donor searches using social media.

A myth busing campaign (#DonatingIsntScary) in October 2015 used first-hand donation stories on social media. This worked well and encouraged the team to trial new processes to encourage donors to share, which they did.

This helped to prove that storytelling should be the main focus on Facebook. The team analysed their stories and did lots of thinking about the roles and goals of stories. This included looking at Joseph Campbell’s The Hero and Age UK’s use of positive storytelling.

The strategy

They developed their own profile for stories which would support the goals of the organisation.

Anthony Nolan strategy

This documented four types of story (pillars) and their purposes:

  1. The hunt (urgent) – (someone needs to find a donor). The story raises awareness and educates a cold audience about matching. This is a real, human story that inspires people to help.
  2. The hero (informative) – (someone amazing is donating their stem cells). The story demonstrates how donation works and reassures potential donors about the process. It creates positivity and shows donors are heroes.
  3. The happy ending (celebratory) – (a donor and recipient meet or exchange letters or a recipient or family member reflects on their life since the transplant). The story underlines the positive impact a transplant can have and demonstrates the amazing relationship that can develop between a recipient and donor.
  4. The heartbeat (informative) – (stories about AN’s heritage or about new research breakthrough).

To support the guide, they developed three basic content principles to put the strategy into action:

  • the four pillars should form the foundation of daily Facebook content
  • stories should be varied
  • pillars should be the majority in comparison with niche posts, at least 1:1.

Stories are repurposed or re-shared from posts shared by the community.

They launched the strategy with a series of internal comms including:

  • lunchtime workshop explaining about Facebook’s algorithms, showing that it was everyone’s responsibility to come up with engaging content
  • working with colleagues to create posts which combined niche calls to action with storytelling. These were used to inspire and encourage other colleagues when these did well.
  • communication and compromise. They spent time working with colleagues to think about which channels could be used as an alternative when their posts wouldn’t work on Facebook.

Results

  • In the second week of September 2016 there were 5 posts, each used one of the pillars (all four were covered).
  • Each post got more than 3000 engagements.
  • The posts reached over 1 million people organically.
  • There were 16.2k engagements. The team were excited to benchmark this against NHS Blood Donation who got 16.3k in the same week.
  • The average number of engagements in August was 1267. This was a 450% increase on August 2015.

Why it works

AN post showing a donor

Take a look at Anthony Nolan’s Facebook. It is brilliant because it is all about people rather than ‘the charity’. The organisation is the facilitator, unifying the message but it is the people who are doing inspiring things or the ones needing help from others.

The pictures are not stock images, but of people doing something, a picture capturing a moment.

The stories are from the people rather than about them.

And AN do a great job of responding to questions and explaining things. They are part of the community, not owners of it. The five people working on social media are seen to provide customer service (there are also three in the digital team).

The stories are written in an immediately engaging way. Just look at the first lines of a few posts:

  • “I told her she wasn’t going to hospital and she asked why. So I had to tell her she didn’t have a hero any more.”
  • Robert Duff really is an extraordinary human being.
  • This is just heartbreaking
  • “The day I got the email was very exciting. A few blood tests to confirm and the ball started rolling!”

Posts are concise but engaging. They are written in a warm, urgent, persuasive way. People want to comment / like / share. Anthony Nolan have inspired their community to be one which doesn’t simply passively read but are connected and active.

These stories do everything to link people who are going through similar experiences. They help people who are going through horrible times to feel that they are not alone. They also inspire people to become donor heroes. The community thanks donors and the donors feel loved. Which makes more people want to donate.

By being brave and strategically refocussing their Facebook content they have created a community which is supportive and content generating. Their work on Facebook is helping to deliver the goals of the organisation.

Is this replicable?

It can be a brave thing to make a significant change like this. Clearly for Anthony Nolan, the instinctive change to focus on storytelling has proved to be one which has significantly increased engagement and awareness.

I don’t think this approach would work for everyone. It works for Anthony Nolan because they were able to distill their key messages down to four types of stories. It also works because their audience of donors and patients (plus their family, friends and supporters) wants to share and read and react to these stories because they reflect their own experiences. As as story the search for a match works, as there is an urgency and potentially a solution which anyone could contribute to. Finally the community is lively and active and AN have nurtured it with their own engagement by thanking, sharing and recognising contributions.

Most organisations don’t have the capacity to find stories to share in this way. And there will be many causes where there are sensitivities which mean that stories have to be anonymised or people don’t want to or can’t tell their own stories via Facebook. Setting a target for user-generated stories for these causes or for organisations without a super-engaged community is unrealistic.

Saying that, many organisations just use Facebook for housekeeping / noticeboard comms (eg fundraising / news / #mondaymotivation etc). It is hard to reach people when posts don’t get the organic traffic generated by the likes / shares / comments etc. So in order to use Facebook to its potential, posts should always be engaging. Stories are one way to do this. Many charities could do with a think about how to use the channel to be inspiring and supportive, seeing it as a service rather than broadcast.

Content strategy

Is your organisation ready to make a drastic change to the way it writes, produces or shares content? Does one of your channels need a re-think?

Doing content strategy work is an opportunity to ask questions about whether your approach does need a refresh. Messages get stale, audience needs evolve and the popularity and usefulness of channels ebbs and flows. Charity comms also go through trends. Storytelling and video are big now, but live streaming or Virtual Reality might become the next big thing.

Any process looking at content strategy (whether org-wide or channel specific) would start by looking at the organisational strategy and analysing how content should support this – messages first with channels and delivery methods after. Ideas for change would be tested by looking at the processes, impact and audience for the content.

To get the most out of your content, it is a process worth doing.

Your experience

Have you made a similar change? Have you done a large or small-scale content strategy? What impact did it have?

What do you think of Anthony Nolan’s use of Facebook? Why does it work? What can you learn from it?

Please do share in the comments.

Credits and links

With big thanks to Jon Ware who shared Anthony Nolan’s journey with me.

I will be presenting this case study as part of my workshop on Content Strategy at the Charity Writing Communications conference on 25 October 2016.

Read more about Content Strategy and various posts about storytelling.

Oh and find out about the 8 ways you could save a life.

Empathy and the power of stories

We laughed, we cried, we empathised. Yesterday’s Being the Story event, curated and organised by Jude Habib of SoundDelivery was a showcase for stories.

Four images from the Being The Story event

It wasn’t a traditional charity conference. There was no mention of digital comms channels, no talk of impact measurement. We shimmyed our pom poms, we boxed, we walked in other people’s shoes and sang. But most of all we heard people’s stories, told first hand. It was moving and powerful and upsetting and inspiring. It was all about the experience.

The stories

Each speaker shared their story in their own way. The common thread was how the speakers had used their own experiences to do something amazing. I can’t even start to represent the power of the stories which were shared. So here is a very brief summary, with links to more information on the BeingTheStory website. We heard from:

  • Pastor and community campaigner Lorraine Jones whose son Dwayne Simpson was fatally stabbed in Brixton in 2014 and set up Dwaynamics to help young people develop life skills through boxing and fitness
  • Sam Smith whose own troubled start in life inspired him to support young people
  • Jodie Clark whose own experience of disability discrimination by employers led her to become an advocate
  • Solicitor Sue James who tells the stories of the people she represents in Hammersmith and Fulham Law Centre
  • Mandy Thomas‘ who told the harrowing story of domestic violence
  • The Empathy Museum’s project of ‘A Mile in My Shoes’ which was recently used at the NHS Conference to help health professions understand the experience of patients
  • Brititte Aphrodite who shared sections from her punk poetry show about her depression
  • Naveed and Samiya Parvez who created Andiamo to fit and 3D print orthotics after their experience with their son – “we realised that we’d always had healthcare done to us, not with us”
  • Emma Lawton who shared how her diagnosis of Parkinson’s at 29 changed her life in a positive way
  • Hassan Akkad who shared his 87 day journey to the UK from Syria
  • Photographer Giles Duley who shares the stories of the people he photographs via his humanitarian projects
  • The Micro Rainbow International Interfaith Choir.

How stories are told

The stories they told were amazing. But more than that, it was how they were told. Hearing directly from someone in the same room, is very powerful.

In some cases the delivery was a performance. Watching Emma Lawton peg visual representations of the things that had happened to her, then cut the piece of string held by her parents was one of the most moving things I have seen. It brought the house down.

First-hand storytelling

First-hand stories are powerful. You might think you are doing this already through your case studies. But it is not the same.

This is about creating a platform and a culture where people want to share their stories for you. They are the ambassadors for your cause, not your charity. They help people to understand and empathise about the condition / experience which helps to inspire someone to help do something about it (through donating / volunteering etc).

How to harness this is crucial. The strongest channel must be the in-person delivery. The top of the comms pyramid is the opportunity to be listened to for 20 minutes with no distractions. How could you not be affected?

There are other examples which come close. The audio / shoe experience from the Empathy Museum connects sound with something physical. The WeAreHere installation in June bought the stories of WW1 soldiers to life.  There must also be examples of individual storytelling using Virtual Reality. These are all about intimacy and experience. By sharing an experience we can feel empathy.

Can this be done in other ways? Watching a video of that person is good but not the same as in-person delivery. You have to be so engaging that the hovering swipping finger stays still until the end. Can you distill someone’s story into 140 characters, a written case study or blog post? It is of course possible but is it enough? Maybe it depends on the complexity of the story?

Text with quote from the event ""One of my clients could only afford 1 light bulb & had to move it from room to room.""

There are some organisations doing this. For example SeeMeScotland’s recent #myunfilteredlife campaign where people have been sharing images on instagram with many saying ‘I don’t usually join in with social media shared like this’. An intimate picture and powerful words, directly from the person helps us to share the experience.

SeeMe Scotland

Start with empathy

There are organisations who have expert ambassadors who publicly talk, for example CoppaFeel’s founder Kris Hallenga who was the highlight of one Media Trust conference and the Expert Citizens programme. Emma Lawton is herself an ambassador for Parkinson’s UK. And many organisations have beneficiaries who speak to the media.

SoundDelivery’s mission has been to help organisations collect and use the stories of the people they work with. They understand the power of putting on a pair of headphones, listening to someone speak and sharing someone’s world.

The question for us all as charity comms people is how to find and share the authentic voices. Whether you take inspiration from Emma Lawton’s performance or ideas from the Empathy Museum, now is the time to be creative. Now is the time to find ways to put empathy rather than sympathy at the heart of your comms.

More from #BeingTheStory

Do look at the BeingTheStory storify to get a sense of the day (as well as the hashtag from the event). Lots of people have also written blogs, sharing their thoughts:

Spotted any first-hand stories? Do share them in the comments. This week I read this story in the Metro Online for World Alzheimer’s Day – My nan’s dementia and me.

(Images with thanks to @magnetogaby @katiecubbage and @sushi_juggapah. )

A call to arms – tell your stories

Kid's drawing - two smiling people holding hands

As I write this, the world is shifting. The pencil marks (or pen marks) are still fresh on the papers and people are trying to make sense of the referendum result last night and what coming out of the EU means for us all. These are uncertain and scary times.

In light of the dark events of last week, Zoe Amar wrote We need social good more than ever now and this morning on Twitter I have certainly seen a call to arms from charity people rolling their sleeves up to take on the new dawn (see Stuart Etherington’s blog). Many are expecting a rise in demand and drop in funding.

We are already operating in tough times, having gone through the fundraising fall-out and media storm. This week Vicky Browning of Charity Comms shared some recent research from charity supporters and non-supporters – Developing a positive response to the public’s view of charities. It revealed issues of trust and described how the media has been focussing on shaming charity bad practice which often reflects the public’s own negative experience. The article calls for reform but also some collective response to communicating the impact of the sector.

NCVO and others are working on this. In the meantime there are ways that charities can tell their stories. Last month I wrote this post for Zurich Insurance’s charity blog about Challenging charity bad press. It looks at some of the vehicles for positive storytelling including Guardian Voluntary’s beautiful The day I made a difference.

Since I wrote the Zurich post, two more websites have been launched (Positively Scottish and Good HQ). And Jude Habib’s BeingTheStory event in September is selling fast suggesting that organisations ‘get’ that they need to be better at sharing their impact.

So, as we enter day one, week one, month one of this new world, let’s take charge. Let’s share our stories, our positivity, our love and the difference we make.


Since I wrote this, other posts on a similar theme have been written, please do read them:

And the Charity Commission published new research on public trust which says that levels of confidence are the lowest ever recorded. The report found that trust is based on transparency, good management and ethical fundraising.

The Scottish Charity Regulator produced similar research. OSCR’s infographic (PDF) of results tells a similar story of trust being damaged by negative media stories and concerns about staff salary costs, money not going to the cause and harassaing fundraising methods.

In response, Karl Wilding’s latest blog talks about how charities need to change their practises and what NCVO is doing to build a framework for talking about charities.

April Fools’, digital disruption and more good reads

Lots of useful posts and campaigns in this week after Easter. Here’s a round-up.

Projection of data / code on big black screen

Small charities

Fundraising

Big campaigns

Tweet from @theplarchers who use PlayMobile characters to illustrate Archer's storylines

Radio 4’s long-running soap The Archers hit the headlines this week with the climax of their domestic violence storyline. After the programme on Sunday night it was trending for four hours with 20,000 tweets. The JustGiving page set up by a listener to raise money for Refuge hit its £100k target a few days later and helplines are reporting a 20% increase in calls.

Greenpeace April Fool - Floaty McFloatface

I missed April Fools’ Day this year. It was good to be able to catch up via 5 great charity April Fools 2016 and a round-up of charity April Fools 2016.

Digital disruptions

demo of Facebook's automatic alt text

  • Both Facebook and Twitter launched alt text solutions for images this week. Great news for blind and partially sighted users as digital increasingly becomes based on image rather than text. Wired wrote that Facebook uses AI to automatically apply the alt text whereas Twitter relies on the tweeter to apply it manually assuming they are using a smartphone and have checked the accessibility features. One blind blogger welcomed the news.
  • This transcript of a McKinsey podcast on digital strategy talked about the economics of disruption and the challenges for business identifying potential attacks. Useful reading for those working on their digital strategies.

What have I missed?

What did you read this week? Please share in the comments.

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Social media and charity content – this week’s highlights

My week started with the Social Media Exchange. It was a packed day of inspiring stories and practical tips. If you missed the event, do check out the storify.

Other things I have read this week:

And examples of creative content:

Covers of Mills&Boon books featuring disabled characters

And finally to counter-act their negative coverage, Age UK decided to launch #ProudtobeAgeUK.

Messages of support from Age UK

Feels like it has been a full-on week, especially with charities so much in the news. If you spotted other good reads or creative content, please share via the comments box.

Have a good weekend.