Sharpening the focus on loneliness

Nine years ago, when Laura Alcock-Ferguson first joined the Campaign to End Loneliness as its first Executive Director, there was little recognition of loneliness as a key contributor to physical and mental ill health. Since then, largely thanks to the work of the Campaign, the issue has been thrown into stark relief – we now have the world’s first Government minister for and strategy on loneliness.

The Campaign called on Lucent to help drive forward a new long-term strategy. Hosted by the charity Independent Age, the Campaign had built a reputation as a relatively small organisation making a big impact. Working with charities, international researchers, grassroots activists and the public means the Campaign has been a leader within a widespread movement on loneliness: its Be More Us launch video, with over 100 million views worldwide, was one of the most seen UK charity videos last year.

A unique contribution

Having helped shine a spotlight on the issue, and following the Government strategy launch when many other organisations were taking an interest in the issue, the space was suddenly feeling crowded. The Campaign was left with a clear sense of needing to sharpen its focus once again. What was needed first of all was a shared vision for the organisation that had the backing of both the Campaign’s management group as well as the Independent Age’s board.

 Lucent worked alongside Laura, the Chair, trustees and senior team to help them develop a clear sense of their own unique position, as well as planning and facilitating strategy days to help them build a new model of working with its host organisation, Independent Age, for the future.

 “Using Lucent to facilitate these sessions allowed the senior management team within the Campaign the head space to explore and contribute without feeling the responsibility of holding the structure of the meeting and ensuring everyone was involved,” says Laura.

Courage and clarity

 “Katherine works extremely collaboratively - the whole process felt very layered and nuanced. Yet she is also extremely astute and doesn’t hold back for the sake of keeping the peace. What we most appreciated was her courage and clarity to name the areas that need addressing - she will point out where there are stones that are unturned, and take the share of the lifting to unturn them.”

“Some consultants I have worked with before have pointed out the complexity of the challenge and I have often been left feeling in turmoil - this was never the case working with Lucent. I always felt I had the space and time to think through complex issues and work out what’s next, feeling supported throughout the whole change process.”

In the middle of the project, a period of substantial uncertainty emerged, with the Chair of the Campaign, who was the CEO of Independent Age, leaving. “Having Lucent’s support to hold the process was a lifeline for me personally, given the senior positions going through change,” says Laura.

Also, with a newly appointed Chair and CEO on the way for Independent Age, working with Lucent has left the Campaign in a stronger position for negotiating the future.

Tackling the big issues

“Key learning for me working with Lucent has been how finding and sticking to your core purpose can help organisations navigate big internal and external changes. Having the time to think and plan for the longer term has helped the team to tackle these big issues rather than getting swamped in the day job,” says Laura.

“We now have much greater clarity about the Campaign and where its focus should be. When we first started on the process, the management group and trustees had different views. In just over six months, we have seen a huge shift and movement with things knitting together. We now have a shared and broad consensus that provides a solid foundation to move forward.”

After nine years, Laura has now moved on to a new role as the first CEO of Ancient Tree Forum, but views that the work with Lucent has left the Campaign in a strong position for the future.

“My wish for the campaign is for it to continue its work being a generous leader – and working with and inspiring others to improve lives for older people.”

 And how to summarise Lucent’s approach in just three words? “Gravitas, Attuned and Incisive.”