Confronting a diversity challenge with Age UK
Working with the UK’s largest charity working with and for older people to improve BAME representation
Age UK set us an incredible challenge. Despite providing life-enhancing services and vital support to people from all backgrounds, the charity struggles to achieve significant engagement with BAME (black, asian and minority ethnic) individuals and communities.
We were asked to use our insights and co-creation methodologies to understand the reasons behind this lack of engagement, and to design solutions to break down barriers and engage BAME communities more directly in the work of the charity.
We delivered a nationwide co-creation project, working with the national charity, local Age UK centres and support workers, and older people from BAME backgrounds, to identify best practice in communications, community engagement and centre design and services.
Our findings, presented at the 2019 national conference, are inspiring improvements in Age UK’s work with diverse communities across the UK.