Age UK = Know What To Do
We helped Age UK remind the public it’s the leading charity for older people.
Facing increasing energy bills and the need to use food banks, new Age UK research revealed the enormous toll that the cost-of-living crisis was having on many older people’s mental health and well-being.
Age UK needed to remind the public of it’s charitable aim and mission - offering free help, information and advice to older people and their families living across Britain.
From pitch to production, we were part of creating and unveiling a 360 campaign inspired by real service-users’ stories. The films directed by Molly Burdett highlight the sensitivity of situations older people face and the expertise Age UK’s helpline provides.
First we launched with a hero 60s spot and two 30s spots to highlight the huge challenges facing many older people and how Age UK provides solutions and – just as importantly - reassurance.
SOCIAL
We also launched the films on Age UK’s social channels, helping spread awareness of the individual issues older people were facing. This seemed to be the platform people were engaging with the work the most…
Raising awareness of individual service users’ stories as well as tapping into
cultural moments like Father’s Day when carers might be struggling.
Summer 60s Spot
After the successful launch of the winter campaign, a second part was released in June 2023 spotlighting new research Age UK had conducted.
“The new research suggested that one of the biggest concerns people have about supporting an older relative is their lack of knowledge around what to do to help their parents as they age. 6.6 million people aged 40-60 (79%) worry that they wouldn’t know how to support them.”
The kettle scene was inspired by my creative partner’s own experience caring for an older relative.
THE RESULTS
The goal of the campaign was not solely fundraising, but awareness of the advice line.
And we did just that. The campaign drove over £10m worth of earned media and there was a 73% increase in the average cash donation (70% from new donors). Channel 4 donated a special ad break during a Dispatches episode looking at the cost-of-living crisis (Age UK was the only ad shown). On X, a huge number of people tweeted Rishi Sunak’s government, urging them to do more and take action about the cost of living.
2023
CCO: Jon Forsyth
ECD: Noel Bunting
Head of Design: Rich Kennedy
Creative Director: Lloyd Daniel
Creatives: Hannah Roe and Lucy Pennock
Agency: neverland
Director: Molly Burdett
Production Company: Spindle Films
Awards
1 Silver & 1 Bronze at Kinsale Shark Awards
Gold Judge's Award at Smiley Charity Film Awards
Shortlisted at The Marketing Week Awards (Charity & Not-For-Profti)