Editing Age Concern (section)

== Heyday ==

[[Image:Ac heyday logo.png|thumb|right|The ''Heyday'' logo]]
On 30 May 2006, Age Concern launched '''Heyday''' – marking the launch by carrying out the [[UK]]'s biggest [[statistical survey|survey]], asking 10 million people born in the 1940s and 1950s for views on issues such as [[ageism]], [[pension]]s, and health.

'''Heyday''' was launched as a [[not-for-profit]] membership organisation for people planning for or in retirement. Heyday offered members access to expert advice on finances, work, [[retirement]], and health, as well as putting them in touch with one another, for a small annual subscription.

With ambitious membership targets, Heyday proved an expensive and controversial exercise within the Age Concern Federation. Due to lower-than-expected membership take-up, Age Concern restructured the Heyday scheme to meet the low level of activity.

Shortly after a [[Charity Commission]] report made several recommendations,<ref>[http://www.thirdsector.co.uk/Channels/Finance/Article/879460/Heyday-close-damning-report/ Third Sector, retrieved 12 March 2009]</ref> Heyday announced that the scheme would close on 31 March 2009, noting that Heyday would maintain a presence on the Age Concern website.<ref>{{Cite web |url=http://heyday.org.uk/ |title=Heyday website retrieved 9 March 2009 |access-date=4 October 2018 |archive-url=https://web.archive.org/web/20130903141314/http://www.heyday.org.uk/ |archive-date=3 September 2013 |url-status=dead  }}</ref>

The charity commissioned Sir [[Christopher Kelly (civil servant)|Christopher Kelly]] to investigate the project. His 2009 report concluded that Age Concern had lost over £22 million on the venture.<ref>[http://www.ageconcern.org.uk/AgeConcern/Kelly-Report-release-050609.asp Heyday review, Christopher Kelly, June 2009 ''(Retrieved 23 March 2010)''] {{webarchive |url=https://web.archive.org/web/20100206173347/http://www.ageconcern.org.uk/AgeConcern/Kelly-Report-release-050609.asp |date=6 February 2010 }}</ref>