Our Work

OAP DJ Makes Headlines

Care UK

184 pieces of coverage

3 minute segment on Capital breakfast

The Challenge

To share news of 102-year-old Margaret’s return to the radio station where she used to present, in celebration of World Radio Day.

The story was part of WPR’s ongoing work with Care UK to transform perceptions of care homes.

The Idea

We spotted an irresistible opportunity to turn a regional story into a national talking point.

With Roman Kemp having announced his departure from Capital FM’s breakfast show, the internet was going wild debating who would be replacing him.

The money was on Jordan North being named as his successor but, before it was confirmed, we jumped at the chance to grab the spotlight with an announcement that OAP Margaret was considering coming out of retirement to “give Roman a run for his money”.

The Results

The story went everywhere with:

  • 184 pieces of coverage including MailOnline, The Independent and Evening Standard
  • An Instagram and X shout out from Roman
  • An incredible three-minute segment with Margaret on Capital Breakfast, which has eight million weekly listeners, just before Jordan North was revealed to be taking over the show
  • Multiple brand mentions of Care UK, communicating key messages about care home residents living fulfilling lives
  • One very happy centenarian who loved her five minutes of fame.