In Confidence with Ruth Telford - CareCo Ambassador, Model & Radio Host

Ruth Telford began her modelling career in her 50s, after decades as a full-time mum. Since then, she's graced advertising campaigns, appeared on hit shows like Coronation Street and Emmerdale, and even hosted her own local radio chat show.

Taking a moment between shoots and family life, we caught up with Ruth to talk about ageing confidently, shifting attitudes to mobility, and why reinvention is the key to staying happy and healthy.

Hi Ruth! Can you tell us a bit about yourself – how old are you, and how long have you been modelling?

I’m in my 60s now, and I’ve been modelling for just over ten years. I came to it later in life, after spending twenty years as a full-time mum. Once the last of my kids moved out, someone asked me what I was going to do with my time and I thought, well, I always wanted to act when I was younger. A friend gave me her agent’s number, and the rest just snowballed from there.

How did that leap from supporting artist to full-blown modelling career happen?

It was quite natural, really. I started off doing background work, TV, small adverts, and bit by bit I built a portfolio. What keeps me going today is the variety. I’ve never done the same job twice. One week it’s a beachside photo shoot, the next it’s a supporting artist in the Netflix show Adolescence, then a live interview on TV.

What’s it like working in the modelling and advertising industry now as a more mature model?

It’s changed a lot, especially since COVID. The pandemic really accelerated things in terms of inclusivity. There’s more diversity now, age, size, background. It’s a good thing.

Saying that, the amount of work can drop off a bit as you get older, so you have to stay proactive and open to different roles.

Have you seen a shift in how age and mobility are represented in advertising?

Definitely. Ten years ago, you wouldn’t see many older faces in mainstream campaigns, and if you did, it was always the same narrow image. Now there’s a bigger push to show real people and that includes people using mobility aids. It’s no longer taboo.

You’ve worked on several campaigns with CareCo – what’s stood out to you most?

The shoot we did down on the coast, I think it was Weymouth, was probably my favourite. It was a red-hot summer, we were working with a lovely cast and crew, there were colourful beach huts, laughter, proper camaraderie.

I remember nipping round the corner to a greengrocer on a mobility scooter. It just felt so natural, and full of joy.

Has working with CareCo changed how you view mobility aids?

Massively. Before, I thought you had to be really old and struggling to need that kind of support. But that’s not true at all.

You might just have a bad back or need help getting comfy in bed – I’ve got one of their adjustable beds at home and it’s brilliant. Helps me avoid aches and lets me watch telly in bed properly!

Do you think there’s still a stigma attached to using mobility products?

There is, but it’s shifting. People are becoming more open-minded, and campaigns like CareCo’s help normalise the conversation. It’s not about giving in to age, it’s about supporting your independence. I wish more people realised that sooner.

What would you say to someone considering adapting their home for comfort or future needs?

Go into a CareCo showroom. Honestly, I’ve worked around a few of the showrooms now and the staff are fantastic. The shops are welcoming, and the team helps you figure out what suits your lifestyle best. It’s not a one-size-fits-all thing.

Some people worry about style when it comes to mobility aids – what’s your take?

It’s come a long way. You’re not stuck with bulky, clinical-looking items anymore. A lot of the designs that are actually on trend and space-saving, things that blend into your home without screaming “mobility aid”.

And those all-terrain off-road scooters? They’re proper freedom machines. People just head out wherever they want with them, it’s brilliant.

Do you see yourself using more of these products at home in future?

Absolutely – why wouldn’t I? It’s about living smarter. If something makes your life easier and more comfortable, then go for it. There are mobility solutions available for so many varied lifestyle choices, I love being outdoors and there are so many aids for an outdoor lifestyle. I wouldn’t hesitate when I needed the help.

What does your perfect weekend look like?

Friday night out with my husband and some friends. Saturday’s for watching my son play football. Then Sunday is all about family – we get the grandkids round, have a roast or a BBQ. That’s the dream.

Finally, what’s one thing you wish more people knew about growing older and staying active?

That it’s not about age – it’s about attitude. Stretch and move your body - stretching is super important. 

Eat well, socialise with family and friends, and do what makes you happy. Try to see the positives in everything and don’t surround yourself with negativity.