Davina McCall, Mary Berry, Jenny Agutter, Ruth Langsford and Amanda Redman among the celebrities shortlisted in woman&home’s first awards scheme dedicated to women over 50

Lifestyle retailer JD Williams has partnered with TI Media’s woman&home to launch the ‘50 Over 50 Amazing Women Awards’ – the first ever awards scheme to celebrate the power, vitality and sheer fabulousness of women over 50.

The ‘50 over 50 Amazing Women Awards’ in partnership with JD Williams celebrates and honours the amazing work of women and their contribution to society. The partnership was first announced in the May issue of woman&home, which marked the beginning of an eight month campaign running on both woman&home and JD Williams across print, digital, social and CRM channels.

‘Don’t Tell Me I Can’t’

The campaign has evolved from the JD Williams and TI Media ‘Don’t Tell Me I Can’t’ campaign in 2017. The synergy between woman&home and JD Williams in celebrating mid-life women has enabled the partnership to support JD Williams’ Midster Model Search, which has been running this year and its new I AM creative assets featuring real 45+ women modelling.

Kath Brown, Editor of woman&home, said: “The idea came about because we wanted to be unashamedly positive about midlife women. In the past women felt invisible once they hit a certain age but not anymore. In fact they’re achieving incredible things and holding up the world. At woman&home we champion them all – from great women in entertainment such as Helen Mirren, Jennifer Saunders and Dawn French, to women in public life from Theresa May to Cressida Dick, plus the less famous who are shaping our lives and at the top of their game.”

With 10 categories including ‘Celebrities doing good’, ‘Social influencers’, ‘Super entrepreneurs’, ‘Best in business’ and ‘Champions of the arts’, the shortlists were published in issues from May to September. The celebrity shortlist included Davina McCall, Mary Berry, Jenny Agutter, Ruth Langsford and Amanda Redman for their amazing work with charities. Other highlights include the reader-nominated ‘Community hero’ section – the winner, Lesley Knight, has raised more than £685k to fund 21 NHS helipads in memory of her son, Tom, who was tragically killed in a traffic accident 10 years ago at the age of 11.

Empowering women

Paul Ray, Group Head of Brand & Advertising for JD Williams, adds: “JD Williams is committed to championing and empowering the 45-60-year-old woman, so we’re incredibly proud to have partnered with woman&home on its 50 over 50 Awards.

“We are continually focused on involving real women in our brand experience, showing others that the sky’s the limit and age is no barrier to achieving their goals. So we look forward to celebrating these amazing women with woman&home.”

The winners were announced to an audience of 150 guests, including award nominees plus a raft of other amazing women, at a glittering evening reception at Claridges on October 17, hosted by Jo Whiley.