New over 80s housing and lifestyle company, Evermore has appointed PR and digital communications agency Claremont to promote a radical shift in thinking around aged care in the UK.

Founded by Sara McKee, former Anchor chief operating officer and chair of the Centre for Social Justice’s Older Age Review, Evermore is a new lifestyle option for older people who are on their own but finding it increasingly difficult to cope without help.

Evermore’s model combines attractive property with support services, enabling older people to retain their independence, personal choice and control. Founded by Sara McKee, it will launch later in 2014 and will radically change the housing choices available for people in later life and tackle social isolation among older people living alone.

With a potential market in excess of 500,000 individuals requiring Evermore-style properties by 2035 [1], the new Evermore Villages will provide a family household environment that encourages older people to live happy. One of the key differences will be the Evermore staff – known as Mulinellos, they will be responsible for nurturing the health, happiness and wellbeing of Evermore Villagers.

Rebecca Johnston, Brand Guardian at Evermore, said:

“At the heart of Evermore’s ambition is to change the conversation about growing older, creating a paradigm shift in the way we approach later life and the lifestyle options available. Therefore, PR was the natural communications channel to help launch our approach, which is tried and tested in the United States, but unique in the UK.

“Primarily, the PR activity will play a vital role in raising the profile of Evermore and its innovative approach to helping people feel good for longer.  Initially, media relations and events led, the communications aim is to attract support from influencers, investors and the general public and lay the groundwork for eventually driving sales and intentions to buy.”

Simon Francis, Director at Claremont, said:

“For too long anyone approaching older age has been defined by age or illness stage in an institutionalised sector putting the needs of its operating models first. But, as anyone with relatives in their 80s knows, this group are fiercely independent and want to continue to live life to the fullest. Evermore will remove the fear and stigma of ‘going into care’ with a genuinely different way of approaching getting older – one which is fit for the changing demographics of the UK.”

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 For further information please contact:

Simon Francis, 07738487259,


Notes to editors

 [1] The number of those over 85 has been projected to increase by 250% over twenty five years, from 1.4m to 3.5m by 2035[2], and it has been predicted that 15.8% of those over 85 will have moved out of their existing homes, and be living in care homes [3] – or in the kind of alternative Evermore offers.

[2] Centre for Social Justice analysis of 1985 and 2010 Mid-year population estimates, ONS, NRS, NISRA; 2035 National Population Projections, 2010-based, ONS

[3] Laing & Buisson, Care of Elderly People Market survey 2012/13

About Evermore  

Evermore is an intentional community for people over 80 who are on their own and finding it increasingly difficult to cope without help.


The Villages will provide a household environment that encourages older people to live happy by giving them independence, personal choice and control.

Instead of being residents, older people living at Evermore are homeowners. They have the power to decide what each day holds and the financial security that comes with owning a home.

Older people at Evermore can choose to relax in their own apartment, watch TV in the open plan living area, have a cup of tea in the kitchen with family or enjoy a glass of wine with friends. They control their own lives, completely.

At meal-times, everyone can pitch in and food is enjoyed over a communal table where people exchange opinions and views while sharing their day. Just like a family there is conversation and companionship and people are never alone unless they choose to be. Even then, friendship and caring support is always close by.

And the staff at Evermore are an essential part of this family.

Known as Mulinellos, they are advocates responsible for nurturing the health, wellbeing and happiness of homeowners 24 hours a day. They bring compassion, combined with an outstanding service orientation, to create a warm and engaging environment.

Based on a model which has proved successful in the United States, but unique in the UK, Evermore harnesses the power of family and community connections.

About Claremont

Claremont is a marketing communications agency specialising in using communications to make a positive difference to organisations and to peoples’ lives. Claremont is a member of the PRCA and has achieved its Communication Management Standard – the gold standard of service for the industry.