North Yorkshire model, campaigner and former PR professional Annie Stirk has been honoured with the Exceptional Achievement Award at the 2026 Silver Marketing Awards, recognising her work to challenge ageism and champion greater visibility and authentic representation of older people.
The award was presented in London at the culmination of the Silver Marketing Summit, Europe’s leading conference focused on the ‘silver’ market, organised by the Silver Marketing Association.
For Annie, the recognition marks the latest milestone in an extraordinary later-life chapter that has taken her from television, food and PR to billboards, catwalks, campaigns, film and even the pageant stage.
Yet none of it was part of a carefully mapped-out plan.
After a successful career spanning television, food, PR and communications, Annie had officially retired when she answered a Facebook advert looking for models and sent in a selfie.
That one decision opened an entirely unexpected new chapter.
She went on to become a national billboard model at 70, appear in fashion and lifestyle campaigns and use her growing platform to question why older women remain so underrepresented across fashion, advertising and the media.
But while Annie may have moved in front of the camera, she never left her PR instincts behind.
“Although I stepped into modelling, I’ve never stopped thinking like the PR and marketing professional I’ve been throughout my career,” said Annie.
“With my PR hat always on, my mind is constantly buzzing with ideas about how we can create opportunities, start conversations and make things happen.
“To receive the Exceptional Achievement Award is a real career high, and I’m still taking it all in. To be recognised by people working within the very industry where I believe change is so important makes it particularly special.”
The judges praised Annie’s passion, drive and determination, describing her as “a superb role model” whose work has raised the visibility of older women and given them “a stage where none previously existed.”
They highlighted the way she has combined strategic advocacy with leading by example through her own modelling, campaigning and speaking career, saying she has “boldly walked the talk” in pushing for more authentic representation of older women.
Another judge described Annie’s work as demonstrating “the power of one”, praising the “grit and gumption” with which she has challenged ageism and helped make older people more visible and confident.
One judge also highlighted what makes Annie’s story particularly relatable:
“Everyone knows Annie’s work, and what makes her a particularly important ‘face of older people’ is that she does not come from a background of acting or modelling. She is someone ordinary women can look to for inspiration and self-confidence.”
For Annie, reading the judges’ words made receiving the award even more meaningful.
“I found the comments incredibly moving,” she said. “I’ve never set out to be an icon or even thought of myself as a role model. I’ve simply seen things that I felt needed to change and thought: what can I do about it?
“I think that’s probably the PR person in me. I’ve always believed in making things happen rather than waiting for someone else to do it.”
One of the pivotal moments came when Annie recognised a lack of older representation within the York Fashion Week runway programme.
Rather than simply talking about it, she decided to do something.
The result was Silver & Sassy. Annie originated the idea and brought together a team who shared her vision. Working collaboratively, they created an initiative that put older models firmly in the fashion spotlight and demonstrated that style, visibility and opportunity do not come with an age limit.
The judges praised Silver & Sassy for its “courage and ingenuity” in waking up the marketplace to the value of the silver demographic, while recognising Annie’s wider contribution to encouraging the fashion and marketing industries to acknowledge the style, influence and spending power of older consumers.
It is an approach that has become something of a hallmark for Annie – spotting an opportunity, bringing the right people together and turning an idea into action.
“I love making things happen,” she said. “If I see an opportunity to open a door or challenge the way something has always been done, my instinct is to ask: why not?”
Her commitment to challenging perceptions of ageing has continued through modelling, campaigning, events and collaborations – but also through her own willingness to keep saying yes to unexpected opportunities.
Recently, Annie became the oldest finalist in Galaxy UK history, representing York as Mrs York Galaxy and finishing in the Top 8.
She also stepped into another completely new world when she landed a small speaking role in the Yorkshire-made film Hot Flash, starring Gaynor Faye and exploring the subject of menopause.
For Annie, these experiences are not simply personal achievements. They are another way of challenging assumptions about where older women belong and what they can do.
“This has never been only about me being visible,” she said. “It’s about helping to widen the picture so that other women are visible too.
“If seeing me on a billboard, a catwalk, a pageant stage or trying something completely new makes another woman think, ‘Perhaps I could do that too,’ then that is incredibly powerful.
“I want women to know that looking great, having ambition, being relevant and taking up space do not come with a sell-by date.”
The Exceptional Achievement Award was sponsored by Ageism Is Never In Style, whose work challenges age discrimination within fashion and beyond – a cause closely aligned with Annie’s own campaigning.
However, Annie is keen to emphasise that greater age representation should never become a battle between generations.
“This isn’t about older versus younger,” she said. “Real change is intergenerational. It is about widening the picture so that people of every age can see themselves represented, included and valued.”
The judges also recognised Annie’s commitment to using her profile to support charities and causes, with one describing her as someone who had “raised the flag and the fist against ageism” through her determination, campaigning and advocacy.
Now Annie intends to build on the recognition the Exceptional Achievement Award has brought and use it as a springboard for the next stage of her work.
“I don’t want this award simply to sit on a shelf. I want to use it.
“I would love to build on my relationship with the Silver Marketing Association and explore ways in which I can support its initiatives and work collaboratively with individuals and organisations who share the same commitment to challenging ageism and improving the way older people are represented.
“There is already some fantastic work being done, and I believe we can achieve even more by bringing together different voices, experiences and generations.
“I’d love to contribute through campaigns, speaking, mentoring, panel discussions and two-way ‘in conversation’ events – but I’m equally excited about the collaborations and ideas we haven’t thought of yet.
“For me, this award isn’t the culmination of the work. It gives me an even stronger platform from which to continue it.”
One of the judges concluded by saying they were looking forward to seeing “the next levels of her business, philanthropy and campaigns.”
Annie agrees.
“That comment really resonated with me because I am looking forward too. I still have ideas buzzing around in my head, people I want to work with and things I want to make happen.
“Winning this award is a wonderful recognition of the journey so far – but I hope it can also be the beginning of some exciting new conversations and collaborations.
“I’m ready for the next chapter.”
