Award-winning work is always worth celebrating. But when it’s recognised for challenging industry norms and changing perceptions, it means even more.
So, we’re super proud to share that HUB has won Best Direct Mail Campaign (Non-Travel) at the Silver Marketing Association Awards 2026 for our work on CareCo Life!
The Silver Marketing Association Awards celebrate brands and agencies creating impactful work for the over-55 market. This year’s judges had particularly strong praise for CareCo Life, a quarterly lifestyle magazine created for our long-term client and mobility retailer, CareCo, describing it as a campaign that “sets a new benchmark for inclusive marketing.”
They highlighted the magazine’s ability to use high-quality editorial content to reposition mobility products as symbols of independence and empowerment, rather than simply products to be sold.
Instead of another catalogue packed with sales messages, CareCo Life was designed to be a piece of material people genuinely want to read. Every issue blends lifestyle features, book reviews, educational articles and inspiring stories with carefully integrated product messaging, creating a reading experience that informs, entertains and builds trust.
As one judge put it: “To inform, educate and entertain is a great way to bring potential customers onside while the sales messages can subtly sit alongside.”
Alongside the win, CareCo Life was also highly commended for Best Print Campaign, while our work with Jorvik Tricycles was highly commended for Best Overall Multi-Channel Campaign and shortlisted for Best TV Campaign.
For us, these awards are recognition of something we’ve believed for a long time: marketing to the over-55 audience deserves more ambition, more creativity and far greater respect.
Reflecting on the awards, HUB CEO Rob Shaw said:
“These awards mean a huge amount to us. The over-55 market is too often an afterthought in marketing, and we’ve made it our mission to change that, both through the work we do for clients like CareCo and Jorvik Tricycles and through internal initiatives like our Silver Times newspaper. To have that approach recognised by the Silver Marketing Association, and to see judges respond so strongly to the thinking behind CareCo Life, is a brilliant endorsement of what we set out to do. We’re proud of the team behind this work, and we’re excited to continue raising the standard for marketing to older audiences.”
Challenging outdated stereotypes
Winning awards is fantastic, but changing the conversation is even better.
At HUB, we’ve made it our mission to challenge the way brands communicate with older audiences. Too often, consumers over 55 are overlooked, underestimated or represented through tired stereotypes in advertising —despite being one of the UK’s most influential and economically powerful demographics.
That’s why we’ve invested in initiatives like The Silver Times, our own printed newspaper designed to help brands better understand and connect with older consumers. It was created in response to an ASA report which found that many people over 55 still feel poorly represented—or not represented at all—in advertising.
Get involved
This September, we’ll be bringing together marketers, brands and industry leaders for a roundtable in partnership with Prolific North in Leeds, exploring how brands can better engage the 55+ audience through effective, authentic and relevant marketing.
Want to secure a spot? Email [email protected] for more info!
