ARCO launches a new campaign to shine a light on the energy, connection, and independence that IRCs make possible every day.
Generation Joy is a UK-wide campaign designed to challenge old-fashioned ideas about retirement and show just how rewarding and lively life in an IRC (integrated Retirement Community) can be. Together with other communities, we’re sharing stories, hosting events, and giving people a real look at what modern retirement living is all about.
The campaign is being orchestrated and managed The Associated Retirement Community Operators (by ARCO), the UK’s leading body representing the UK for Integrated Retirement Community sector. ARCO is bringing together later-life communities across the country to deliver this coordinated campaign, ensuring a unified message and maximum impact.
“This campaign is about shifting the focus from ageing to thriving. People deserve to know about these positive lifestyle options as they plan for the future.” Michael Voges, executive director at ARCO
This campaign is reaching far and wide, with features and stories appearing in some of the UK’s best-loved magazines—Good Housekeeping, Prima, and Red. Through paid media, editorial content, and a brand-new interactive map, we’re making it easier than ever for people to discover the benefits of IRC living and find a community that’s right for them.
Why Generation Joy, and Why Now?
People are living longer, healthier lives, and the idea of retirement is changing fast. Today’s retirees want more than just a place to live – they want to stay active, make new friends, and keep growing. Generation Joy is about showing the world that IRCs offer all this and more: independence, support, and a true sense of belonging.
How Are ARCO Getting the Word Out?
- National Media Coverage: Stories from IRCs up and down the country will be featured in Good Housekeeping, Prima, and Red, reaching millions of readers across the country.
- Editorial and Paid Media: Real-life stories will be shared together with homeowner interviews and expert advice through both paid and editorial content, helping to paint a true picture of life in an IRC.
- Interactive Map: A new online tool at www.findmyirc.co.uk makes it easy for families to explore and find the right IRC for their needs.