Home Instead Senior Care, the nation’s leading provider of in-home care for older adults, was awarded two Public Relations Society of America (PRSA) National Silver Anvil awards for “Unretire Yourself,” an innovative campaign that encourages older adults to put their passions and experience to work in fulfilling post-retirement careers, such as caregiving.The awards were presented June 6, 2019, at the Edison Ballroom in New York City. Silver Anvil Awards recognize public relations programs that meet the highest standards of performance in the profession. Winners must demonstrate sound insights and analysis, clear objectives, solid execution, and measurable outcomes.
Home Instead’s “Unretire Yourself” program won in the categories of Integrated Communications/Consumer Services and Marketing/Health Care Services, thanks to a collaborative effort by Home Instead home office teams and agency partners FleishmanHillard and Immersion Active.
The 2019 campaign (www.UnRetireYourself.com) was built on research conducted by Home Instead, Inc. franchisor of the Home Instead Senior Care network. The survey found that more than half (53%) of those who are still working and anticipating retiring in the next five years believe they are likely to return to work after retirement, while 41 percent of those who are “unretired,” or have returned to work after announcing their retirement, believed they would do so.UnRetire Yourself features free resources such an interactive web quiz that can help older adults identify their ideal post-retirement job type. Also included are a variety of
compelling stories and videos that tell the unretirement story of seniors who have reengaged to pursue their dream paid or volunteer jobs.
Home Instead partnered with industry experts including Catherine Collinson, CEO and president of the Transamerica Center for Retirement Studies. She notes that with people living longer than ever, it’s important to focus more on maintaining a sense of purpose than holding on to the outdated hallmark of retiring at age 65.
“With Boomers blazing the way, full retirement is no longer a point in time. The transition could be a decade or more, and involve shifting gears and working in a different capacity or finding a flexible arrangement, all with more time for family,” Collinson said.
So what are the some of the hottest post-retirement jobs? According to Tim Driver, CEO of RetirementJobs.com – another UnRetire Yourself expert – today’s older workers are considering a wide array of flexible options, including at organizations that meet the criteria for age-friendly workplaces.
“Retail sales clerks and bank tellers are among the most popular options, as are jobs that allow you to work from home, such as online tutoring. And caregiving is often a job where creativity is rewarded – giving you the ability to create activities for older adults and get a peek into what older life looks like,” Driver said.
Also lending expertise to the UnRetire Yourself campaign was Marci Alboher, Vice President of Strategic Communications for Encore, an organization that helps those in mid-life put their skills and experience to work, often in the non-profit world, innovating new models for purpose and impact in the second half of life.
“The reality is that older workers are here to stay. The new face of retirement is work and, for most people, that needs to be paid work.”For more information about finding fulfillment in retirement, visit
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