Campaign details

Brand: Age UK
Brand owner: Age UK
Lead agency: Manning Gottlieb OMD
Contributing agencies: Drum, Channel 4
Country: United Kingdom
Industries: Charities & voluntary organisations
Media channels: Email marketing, Online video, Outdoor, out-of-home, Public relations, Social media, Sponsorship - media, Television, Websites & microsites
Budget: 1 - 3 million

Executive summary

Over 1.2m older people in the UK are chronically lonely, and half a million regularly go a week without contact from anyone. Age UK's mission is to end this growing epidemic and make the UK a great place to grow older. The charity is reliant on donations and volunteer sign ups to provide a wide range of services to help people out of loneliness.

However, people are reluctant to face into the topic of ageing, and getting heard in a cluttered charity market remains a huge challenge. Additionally, articulating the complexity of loneliness and Age UK's crucial role has proven difficult within the constraints of traditional advertising.