We’ve launched a new fundraising campaign 'Please help us to BRIDGE IT!' as we embark on a fight for survival.

Spiralling costs have left us in dire need of increasing income if we are to continue supporting thousands of local older people every year.

Jamie Anderson, Chief Executive, says ‘This is the worst funding crisis I’ve experienced in 25 years of being with the charity. And it’s not just a case of us needing to keep our current services and activities running – the older population in Wirral is increasing in number, and will continue to do so over coming years. Demand for our support has gone through the roof. It really worries me what the impact would be for older people and their families in Wirral if we have to make some really difficult decisions to stop services and activities over the coming weeks and months. Older people often tell us we are their lifeline but now it’s a case of we need to find our lifeline to keep all of the plates spinning’.

The ‘BRIDGE IT!’ campaign is urging the Wirral community to come together and help bridge the gap between our current income and the actual costs of providing our care and support right across Wirral. Using the strapline ‘We never know what we’ve got until it’s gone’, we are seeking to raise at least £75,000 over the coming weeks from the campaign, which will feature in all of our shops, buildings and across a range of social media platforms. The ‘BRIDGE IT!’ campaign will be narrated by Bridgit, the campaign ambassador who will feature throughout the campaign.