Age UK Loneliness Index

Age UK, the charity for older people, used an emotional video to increase awareness of the problem of loneliness among older people, and increase volunteering and donations.

Campaign details

Brand: Age UKBrand owner: Age UKLead agency: Manning Gottlieb OMDContributing agencies: DrumCountry: United KingdomIndustries: Charities & voluntary organisationsMedia channels: Content marketing, Mobile & apps, Outdoor, out-of-home, Radio & audio, Social media, Television, Websites & micrositesBudget: 1 - 3 million

Executive summary

Loneliness among older people is a hidden tragedy in the UK – more than 1.2 million older people are chronically lonely and half a million regularly go over a week without speaking to anyone.

But it's a hard cause to get people concerned about....

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