PPP lifetime care is sponsoring Help the Aged's garden at the Chelsea Flower Show in a bid to raise its consumer profile.
The long-term care specialist's branding will appear in the garden and on promotional material for the show, which runs from May 22 to 25.
The sponsorship deal ties in with Help the Aged's 40th anniversary. The garden features 1961 memorabilia, including a Mini Cooper car, to show how home and gardening styles have developed over the last 40 years. The garden also intends to reflect changing demographics and the greater need for LTC insurance.
Figures from the Office for National Statistics show the number of people in the UK aged 65 or over has increased to 9.3 million from 6.4 million in 1961. But the ratio of people of working age to pensioners has decreased significantly. In 1961, there were almost four people of working age to support each pensioner. By 2040, there will be only two.
Chelsea Flower Show is expected to attract more than 170,000 visitors and generate extensive press, television and radio coverage. With almost 57 per cent of over-50s being keen gardeners, PPP says the deal offers it a high-profile platform to raise its name awareness among its target audience.
Head of developing markets Jacque Langford says: “We are delighted to be part of Help the Aged's celebrations at this prestigious event. The charity has been helping older people live independent lives for 40 years.”