Age UK Norwich wins prestigious national GSK IMPACT Award

Age UK Norwich, a charity serving Greater Norwich and parts of Norfolk and Suffolk, has secured one of this year’s GSK IMPACT Awards, a prestigious honour for health and care charities in the UK awarded by global biopharma company GSK in partnership with The King’s Fund.

The award recognises the charity’s work supporting local residents over 50 years-old to maintain their independence and wellbeing with its focus on issues like falls prevention and the link between poor hydration and hospital admissions. It provides support to the region’s growing population of older adults through health coaching, befriending, information and advice, clubs and trips, and advocacy work.

The Office for National Statistics predicts that by 2040, 40% of Norfolk’s population will be of dependent age, rather than working age, and the local population aged over 85 is expected to double in size. The 2021 Census found that four in ten residents in Norwich live alone, but in some areas, this can be as high as 65%. Social isolation and loneliness have been linked to a range of health conditions including cardiovascular disease, type 2 diabetes and mental health conditions.

Following a rigorous selection and assessment process, Age UK Norwich was chosen from a record number of award entries as one of the 10 winners of the 2026 GSK IMPACT Awards. Now in its 29^th year, the awards are delivered in partnership with leading health and care charity The King’s Fund. Since its inception in 1997, more than 570 charities have received a GSK IMPACT Award. The awards are widely seen as a hallmark of excellence in the charity health sector and are designed to recognise outstanding small and medium-sized charities working to improve people’s health and wellbeing in the UK. Award winners will receive £40,000 in unrestricted funding as well as a place on a highly coveted leadership development programme provided by The King’s Fund.

The award judges were particularly impressed by the charity’s health coaching service, which supports older residents experiencing frailty, fear of falling or social anxiety. Each participant receives tailored weekly support from a health coach, including gentle exercises, hydration and nutrition advice, and guidance on local social opportunities. Coaches also use innovative smart technology, GaitSmart, to monitor physical health and help prevent falls and fall-related hospital admissions – the most common and serious accidents affecting people over 65. In 2024/25, the service helped more than 2,600 people improve their strength, balance and mental wellbeing.

Lisa Weaks, Senior Associate at The King’s Fund, said: ‘Age UK Norwich is an outstanding example of how strong local partnerships, nonintrusive smart technology and robust data can support older residents to stay healthy, connected and independent for longer. What really sets the charity apart is its deep understanding of the community it serves, as well as its evidence-led approach. Its exceptional contribution to supporting thousands of residents across Norwich is rightly being recognised through the 2026 GSK IMPACT Awards.’

Commenting on the award, Dan Skipper, Chief Executive of Age UK Norwich, said: ‘The whole charity team is delighted. This recognition marks years of work, shaping our services with clients and partners to evidence the impact we’re making – not just to older people, but the healthcare system and wider society. We were proud to have two of our services featured in Prof. Sir Chris Whitty’s Chief Medical Officers Report – Health in an Ageing Society in 2023, and by adding this prodigious award, I hope it will shine a light on the impact Age UK Norwich is making, and encourage stakeholders in the city and county to reach out to us, to unlock the potential they have on their doorstep.’

Charities are operating in a more difficult financial environment while demand for their services continues to grow. Additionally, as the government moves to implement its 10‑year Health Plan reforms – including the shift toward more localised ‘neighbourhood health’ services, prevention‑focused delivery models and broader NHS system transformation – charities remain essential to providing community‑based services.

Against this backdrop, the judges were impressed by Age UK Norwich’s unwavering commitment to reach thousands of residents across the city. This includes running groups in community venues and targeting areas of deprivation, as well as delivering targeted support through GP surgeries, hospitals, sheltered housing, and foodbanks. The charity has more than 30 regular clubs which run nearly 800 group sessions, community trips and events each year, with the aim of helping residents be socially connected, learn new skills and increase physical activity.

Award judges praised Age UK Norwich for its influential research with Norwich City Council, which has helped shine a light on what ageing looks like across the city. Its State of Ageing in Norwich report highlighted key issues including long-term health conditions, NHS waiting times, access to GP services, employment, poverty and social participation. The findings are helping local statutory and voluntary organisations better understand the needs of older residents and identify gaps in support.

Age UK Norwich also works closely with partners and shares best practice with more than 130 Age UKs nationwide. It is currently developing a new model , Support NoW, in partnership with Norwich City Council, Norfolk Citizens Advice and the Norfolk and Waveney NHS Integrated Care System. This innovative model being piloted aims to bring accredited advice, civic and community services together into a single point of access for city residents, with a focus on preventing wider determinants of health.

As part of its 80th anniversary in 2025, the charity also sponsored Older and Bolder, a new fortnightly podcast created by retired local broadcasters, sharing stories and advice on living well in later life.

The charity has made a significant local impact, supporting almost 8,000 people in 2024/25 – a 38% increase on the previous year. This included nearly 6,000 welfare checks and more than 3,300 befriending calls, with 78% of befriending service users reporting increased activity as a result. The charity has also worked closely with the University of East Anglia on research highlighting the importance of hydration in later life, and with Norfolk and Norwich University Hospital to raise awareness of how healthcare staff can better support patients at risk of falls.