The “Taking It On” campaign was a tri-media series (via television, radio and internet) run across the East of England in spring and summer 2005 ‘to engage and interact with older people on employment issues and work related learning … [to promote] opportunity … employability … and volunteering’ (CSV, 2005). As well as disseminating its message via a tri-media series, the campaign was also supported by an interactive travelling road show based at 17 different key locations through which campaign information was made available to the public. “Taking It On” information packs were also produced and provided at the road shows as well as at other locations, such as at Action Desks and in local libraries.

The Research Centre was approached by CSV (Community Service Volunteers) Media in May 2005 on behalf of the “Taking It On” campaign steering committee to provide an independent evaluation of the campaign.

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