Sing your heart out
We were so happy to be commissioned to undertake this heart-warming piece of research in late 2016. The Royal Voluntary Service (RVS) is one of the largest volunteer organisations in the UK. Their 35,000+ volunteers help older people stay active, independent and contributing to society. We have had the pleasure of working with the Royal Voluntary Service on several occasions now.
On this occasion, we were asked to speak with 500 people over the age of 75 as part of the RVS ‘Sing Your Heart Out’ campaign. We asked structured questions about music and the emotions it can evoke in them.
Given the sensitive nature of the survey and the age range of respondents, we thought it would be appropriate to use our telephone interviewing team. The survey aroused many emotions by asking people to reflect on music from their past. Our interviewing team were briefed to deal with this in a sensitive, kind and supportive manner.
The study found that 85% of over 75 year olds in Britain find listening to music helps them to remember special moments. A reminder of the day they met their partner (14%), a special day (12%) or their wedding day (8%) are just some of the memories music has the power to access.
Singing along to a favourite tune can also have positive effects on the health and well-being of older people as well, with 92% saying it lifts their mood, 81% that it keeps their mind active and 63% that it helps them forget their health worries.
This was a really moving piece of research. “It really brought it home to us how powerful music can be and the importance it plays in society” said Christina Lilley, the project manager of the survey.
“Royal Voluntary Service has commissioned PCP Market Research over a period of many years to undertake a wide range of projects. PCP’s work has been to a consistently high standard and they are always willing to go the extra mile to ensure results”- Mel Garfield (Head of External Relations at RVS).
You can read more about the work undertaken by the RVS and the Sing Your Heart Out Campaign at their website https://www.royalvoluntaryservice.org.uk/news-and-events/news/older-people-say-thank-you-for-the-music.
The Express released a piece on the campaign which can be found at http://www.express.co.uk/life-style/health/727160/music-remind-elderly-past-singing-key-to-memory-improvement-dementia-sing-heart-campaign.
