Age UK with John Lewis: No One Should Have No One At Christmas: The story of a perfect creative partnership

This case study explains how Age UK, the British charity for older people, worked with a retail partner to create an emotional ad campaign to raise awareness of loneliness and increase donations.

Advertiser: Age UK, John LewisAgency: Manning Gottlieb OMDCountry: United Kingdom

Objectives

Age UK is the UK's largest charity dedicated to helping people make the most of later life by providing services and support at a national and local level to inspire, enable and support older people with the challenges of aging.

Their most important current project is to end loneliness among older people. They brought awareness of this cause to public attention through their 'No One Should Have No One' (NOSHNO) campaign, which ran in January and February 2015.

Ending loneliness is a vital cause:...

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