Grace Cares partners with the University of Birmingham for ‘Impact Challenge 2025’

Grace Cares, the award-winning not-for-profit based in Lichfield, was one of just nine organisations invited to take part in the University of Birmingham’s Impact Challenge 2025.

The week-long programme offers penultimate and final-year Birmingham scholars an opportunity to collaborate with forward-thinking employers and tackle real-world business challenges with social impact at their core.

Over 50 students participated in this year’s challenge, each choosing to work alongside a business that aligned with their interests and values.

Designed to foster innovation, the Impact Challenge connects the next generation of changemakers with purpose-driven organisations, and the results speak for themselves.

Grace Cares welcomed a team of six talented students to help develop creative ideas for their next intergenerational campaign.

This is a key strand of the charity’s mission to build stronger, more connected communities.

Marketing executive Karanjeet Basran said: “The Impact Challenge was a brilliant success, not only for the students, but for us too.

“The group came up with thoughtful, values-driven campaign ideas rooted in care, sustainability and social impact. It was inspiring to see their passion and energy.”

Davi Walker, the Challenge lead at the University of Birmingham, said: “I was incredibly proud of what the students achieved. Their professionalism, creativity and teamwork were outstanding. The outcomes and feedback across all the employer partners were truly inspirational. It was a fantastic week.”

Student Abbi Wood, who worked with the Grace Cares group, said: “From the first day hearing the brief to presenting our ideas at the end of the week, the whole experience was amazing.

“We learnt so much, felt supported throughout, and the Grace Cares team’s enthusiasm was contagious. I can’t wait to see the Ageless Icon campaign idea come to life.”