Skip to main content

Age Positive Campaign

Volume 449: debated on Tuesday 25 July 2006

To ask the Secretary of State for Work and Pensions how much was spent per head of population in (a) England, (b) Scotland and (c) Wales on the Age Positive campaign in (i) 2004-05 and (ii) 2005-06; and how much has been spent in 2006-07. (78876)

The Age Positive campaign operates nationally, covering England, Scotland and Wales. Costs for Scotland and Wales are not available separately. The approximate spend on the campaign was £646,000 for 2004-05, £913,000 for 2005-06 and up to the end of May 2006 £94,000 for 2006-07.

The campaign is aimed at employers, not individuals, and aims to raise awareness amongst employers of the business benefits of employing older workers in a mixed age workforce. It is not appropriate therefore to express the amount spent on the campaign per head of population.

The funding has enabled attendance at regional, sector and national events and exhibitions, has sponsored a number of age diversity awards, provided support materials; and overall had helpful the campaign to generate media coverage estimated to be worth £11.8 million since January 2004.