Apprentice Katie’s work at Age UK Barnsley picked up by national news

A Barnsley College apprentice working for Age UK Barnsley has shone a national spotlight on the charity’s vital role this festive season – after a video she filmed was seen by thousands and picked up by national BBC news.

Katie Cherry, a Level 3 Content Creator Apprentice, posted the video on social media featuring Raymond, a much-loved Age UK Barnsley service user, as he spoke candidly about loneliness and the difference the charity’s groups have made to his life.

The video caught the attention of BBC Breakfast – who filmed an interview with Raymond at his home, and at the annual Age UK Barnsley Christmas lunch at the Holiday Inn, Dodworth. Katie’s work has played a key role in Age UK’s Christmas campaign, with support from the charity’s national team.

Katie, who joined Age UK Barnsley in May 2025, discovered her passion for digital storytelling after leaving university – starting a book-review TikTok and Instagram account that gained 10,000 followers and partnerships with publishers and authors.

“As soon as you turn 18, the first thing you’re expected to do is go to university,” said Katie.

“I did a year of English Language, and then a year of History, but it wasn’t for me – it was too stressful, too many all-nighters, but I gave it a try.

“I was unemployed for some time, and then I worked in a bookshop.

“But I have always loved content creation. I love the technical side of it – analysing and building audiences, building a brand – and from there I just wanted to make a career out of it.

“I also love helping people – so when I saw this apprenticeship opportunity, I knew it was perfect because it combines the two things I love doing.”

Her work has already made an impact. Raymond’s story has touched thousands of viewers, reaching more than 140,000 views, more than 14,000 likes and hundreds of comments on TikTok – and is now being shared on national news.

Katie added: “It’s lovely speaking to older people like Raymond, hearing their stories, and being there to help them. The fact that I can use my content creation and marketing tools to reach so many new people and help people fills me with so much joy.

“I feel like the apprenticeship has really helped me gain that professional side to my work. I have created content for my own passions and projects, but I’m now representing an organisation where everything I do has to be inclusive and respectful.

“I’m thriving and learning so much. It has really boosted my chances of having an amazing career.”

Laura Thomas, Senior Media Officer at Age UK, added: “It’s been brilliant working with Katie these past few months. From the moment we were first connected, I could sense she had a real drive to make a difference and understood the important role both owned and earned media plays in this. Her work ethic, enthusiasm, and the invaluable support she provided to Raymond and his family throughout the course of this opportunity have all been second to none. She’s living, breathing proof of the value of apprenticeships!”

Ben Outhwaite, Apprenticeships Trainer at Barnsley College, said: “Since starting the Level 3 Content Creator Apprenticeship with Barnsley College and Age UK Barnsley earlier this year, Katie has brought a proactive, hands-on approach that’s transformed the way the charity shares its story.

"From social media campaigns to networking events, she consistently delivers engaging content that champions Age UK’s image. Katie has quickly become an invaluable asset to the organisation and I’m excited to see how she continues to grow in the second half of her apprenticeship!”

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