A MOBILITY company has been honoured at the British Healthcare Awards.

Essentialaids.com, an online shop for daily living aids based in Guildford Road, Brighton, was highly commended in the most effective marketing campaign.

This was its Quadrosenior campaign, which put its own spin on cult movie Quadrophenia by transforming walking frames in the style of mods and rockers.

Using models aged 70 and 77 and with Brighton beach as a backdrop, essentialaids.com was keen to show that no matter what your age or disability, it’s important to celebrate individuality.

MD Alex Wrenn said: “Seniors are enormously influential and lead the way in all aspects of society.

“We wanted our Quadrosenior photos and sensational zimmers to reflect the indomitable spirit of Britain’s over sixties.

“The central premise was all about celebrating individuality and ageing with attitude.”

The campaign achieved major coverage in social media, magazine, newspapers, radio and even TV.

Alex said: “The director of comedy series The Rebel contacted us having seen our campaign. He was about to start filming a three-part comedy set in Brighton starring Simon Callow as an ageing mod and wanted to use our mod and rocker walking frames, so we were delighted.”

The presentation evening was hosted by TV presenter Penny Smith and the independent judges were particularly impressed with the multi-media reach and originality displayed by essentialaids.com.

The company was up against stiff competition and was extremely proud its campaign stood out.

Earlier this year, Essentialaids.com ennlisted the help of Ruth Rose, an 83-year-old ageism and transgender activist, to front its latest campaign, Forever Fabulous.

Alex said: “Our mobility products enhance independence, enabling people to retain their individuality.

“Ruth is a fantastic example of someone who despite having had two hip replacements and a knee replacement, is living life to the full, campaigning for issues that are close to her heart.”

Ruth explained what motivated her to assist essentialaids.com with its project.

She said: “Living on my own after each of three joint operations in my mid seventies, I made full use of the right mobility equipment to speed my recovery and return to an unrestricted active life. I am proud to be chosen to represent what a great life older people can enjoy.”