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Older, offline, and overlooked

How IDS Media UK helps organisations reach data-impoverished audiences with crucial information.

Age UK’s recent report highlights the struggle facing government campaigns and crucial pharmaceutical initiatives that simply don’t reach their target audiences. So much of this content is shared online nowadays - via email, social media, chat services like WhatsApp, or websites. However, data from Statista shows that only around 10% of people in the UK over 60 use the internet.


This digital divide is a growing problem in the UK. Many people are unable to access online information because they do not have the skills or resources to do so. The resulting lack of information can seriously impact their lives, as they may miss out on important government information and key services vital for their health and wellbeing.

Age UK’s report has identified that certain groups of people are particularly vulnerable to the digital divide. These groups include people who are on low incomes, people who are over 65, and people who have disabilities.

View Report

The good news is that Age UK has outlined a solution to this pressing problem.

According to the report, to guarantee older people are not barred from these essential services, [those trying to reach them] must:

  1. Ensure there is always a suitable offline option to claim, such as a paper form, a telephone line, printed information, or access to a face-to-face service (as long as someone can easily travel to the venue).
  2. Train staff to know about the offline routes available to apply for services and how to signpost the public.
  3. Ensure all offline routes are well-publicised.

IDS Media UK helps organisations reach data-impoverished audiences.

We do this by using a variety of alternative outreach strategies, which include:

Print materials:

We can create and distribute print materials, such as flyers, leaflets, and posters.

Download customisable media templates
Digital screens:

We can support your organisation to create and distribute digital outreach that displays across our network of screens in our partner sites

Download customisable media templates
HCP Engagement

We ensure your print materials are shared in the locations where your audience engages with trusted healthcare providers (HCPs), eg: pharmacies, GP surgeries, and hospital waiting rooms, to boost engagement.

Partner with trusted Health Care Providers
How digital poverty impacts the audiences you’re trying to reach