BUDDYHUB
Brief
There are 1.1m people over 65 who are chronically lonely in the UK, with many more at risk of loneliness and associated conditions such as dementia. In 2016, Catherine McClen decided to do something about this by starting BuddyHub – a social enterprise that creates friendship circles for older people living in London boroughs such as Islington.

Powered by people’s goodwill and boasting an easy-peasy onboarding process, the company offers a more flexible way to volunteer than the usual befriending schemes. Through BuddyHub, different generations can mix, share common interests and feel part of a wider community.

Catherine asked me to help with her marketing strategy and to sharpen the proposition for both Buddies and Seniors, in both short- and long form copy. Tone has been particularly important during this project. Elderly people are often patronised and/or ignored in this country. Instead, team BuddyHub is compassionate and supportive at all times. We see the good in others and try to present a way forward in an upbeat and fun-loving manner.

I have been working with Catherine for the past 18 months and it has been particularly rewarding to take part in conversations about social enterprise. How to make a real impact, and not just in a marketing context.

Response
– Founder interview and discovery process
– Writing marketing flyers
– Writing and editing welcome manuals
– Copy for the website (from core messaging to team profiles and FAQs)
– Information architecture
– Devising and writing newsletters
– Surveymonkey copy
– Google Adwords copy

Results
"Amar has worked on copy for our training manual, newsletters and website. From the start, I loved the way he brought our brand personality to life with just the right tone and language. Amar really cares about our vision and that shines through in everything he does for us. 

"I knew my draft of our training manual was much too long and prosaic. Amar transformed it to be much shorter and readable, yet retaining all the key information. We have always received great feedback on it. He brought great creativity and ideas to our newsletter and website copy. 

"What I really value is that Amar trusts in his own skills and experience. He knows what works and will hold the line if you're trying to push back and change some areas of his copy. I have learned to trust his instincts and sit with his ideas even if I'm initially uncomfortable with them as I will often end up agreeing with his take. However, he respects that the client has the final say. 

"Amar is warm, friendly and really easy to work. He grasps the brief quickly and is very responsive to feedback to get the job done in a timely manner to a very high standard. We look forward to working with him again." (Catherine McClen, Founder)
BUDDYHUB
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BUDDYHUB

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