A focused approach to media engagement built around thought leadership — elevating key voices and the issues that matter most for ageing-population preparedness across the region.
Securing ≥4 pitched articles and media placements lends credibility to this agenda, and builds recognition — for the issues themselves, and for HelpAge's role, solutions and partners within them.
The context shaping this plan, the point of view behind it, and the three story categories that make up the ≥4 placements.
Asia-Pacific is undergoing the fastest population ageing shift in human history. The region is already home to 60% of the world's older population, and by 2050 will account for nearly two-thirds of it globally — close to 1.3 billion people aged 60 and over.
Secured interviews and pieces filed from Hangzhou, leading up to or at the event — featuring key conference speakers and drawing on HelpAge's China programme (CNCA, ACDC). Requires facilitation of content within China, with insights extrapolated for their implications across the rest of the region.
Co-pitched with HelpAge network partners in two identified priority markets. Requires local insight from spokespeople, putting one of the conference's key issues into context against the rest of the region.
An op-ed from HelpAge — potentially jointly penned with UNFPA or another key partner — profiling HelpAge's work in the current global context. Links the conference's themes to the most salient, top-of-mind global issues, citing HelpAge's Asia-Pacific work as examples of where this is already being carried out.
Holding list — illustrative titles per category, to be finalised in the strategy paper once spokespeople, angles and the two priority markets are confirmed.
Shown as text wordmarks rather than outlet logos — brand marks are trademarked and best sourced directly from each outlet if logos are needed for the final deck.
Reframed as three workstreams, each with an indicative line-item cost against the £5,000 fee.
| # | Deliverable | Scope | Cost |
|---|---|---|---|
| 1 | Strategic counsel & ongoing communications | 30-min weekly calls through the 6 weeks leading up to the event, plus 2 kick-off/set-up calls. | £750 |
| 2 | Media engagement | Media list development, pitch notes, outreach and engagement. Includes a 2-page briefing doc per interview, and writing support for 1× op-ed. | £3,000 |
| 3 | Tracking & wrap-up | Coverage tracking throughout; final report with learnings and recommendations. | £1,250 |
| Total | £5,000 |
Sign-off checkpoint (shaded) sits before any direct outreach, per the brief's requirement that outlets, spokespeople, messages and sensitive lines are agreed with HelpAge in advance.
Kick-off with HelpAge comms; review Phase 2 plan and existing speaker/network-member lists; agree candidate spokespeople and target markets.
Develop story angles and key messages; identify target outlets for each story category; draft pitch notes and strategy paper.
HelpAge review and approval of outlets, spokespeople, messages and any sensitive lines before outreach begins.
Pitching begins; co-pitching of features with local partners; confirm China in-person logistics and access.
One anchor piece secured ahead of the conference to build momentum.
In-person coverage in Hangzhou; remaining placements timed around the event and its media briefing.
Post-event placements using outcomes/announcements as hook; progress reporting; final report and recommendations.
Media activity is designed to complement, not duplicate, the existing channels already planned — LinkedIn content, speaker profiles, and the network-member "voices" series.
Risks specific to the China component, and how they'll be managed.
The China component depends on working through a local Chinese partner (CNCA, ACDC) for access, translation and on-the-ground coordination — this can't be delivered remotely.
China's tight regulatory environment for foreign NGOs limits how independently HelpAge can be positioned as a thought leader on China's own ageing response. Messaging needs to work within those boundaries, not around them.
Framing China's approach as a model for other Asian governments to learn from carries sensitivity in some regional markets. Angles should treat China as one data point among several, not a template to replicate.
Mitigation: best managed by having an informed, on-the-ground contact who can advise on these dynamics and help manage relationships for each story, rather than relying on remote outreach alone.