It was brilliant to team up with u3a again, this time ahead of u3a Day – when the charity showcases the activity, learning and fun taking place across the movement.

As we were tasked with landing print, online and broadcast coverage – our approach was twofold:

For a meatier talking point, we developed a survey of over 5,000 retired people uncovering ‘fashion ageism’: two-thirds of older people feel judged by others’ expectations about what they should and shouldn’t wear. Backing this up, a second poll showed over half of Brits think adults should ‘dress their age’.

Testimonies from u3a members highlighted ageism in stores too with one respondent said: “A young assistant in a trainer shoe shop greeted me with ‘Hello Grandad, what do you want?’”

We also polled the public on the best dressed over 60s* which paved the way for some great red top coverage including a double page spread in the Daily Express, Daily Mirror and Daily Star.

Channel 5 News, BBC Radio 5 Live, BBC Radio London and plenty of other regional BBC and commercial stations made for a good day in the office all round.

* Oh, in case you’re wondering, Joanna Lumley came out on top.