Age UK

Marketing for Good

Manning Gottlieb OMD
Overview
Driving home the message of loneliness at Christmas

In the UK, over 200,000 older people don’t speak to anyone for a month. While 1.2 million report feeling lonely. How could we help Age UK move the issue of older people’s loneliness closer to home for everyone?

 

We infiltrated the UK’s biggest festive moments of togetherness, creating a content series themed ‘Just Another Day’ that juxtaposed the isolation of a lonely older person against a backdrop of people living a Christmas full of togetherness.

 

Then we used a trusted voice to explain the complexity of loneliness: working with Channel 4 and CPL Productions we brought back hit documentary ‘Old People’s Home for Four Year Olds’ (OPHFFYO) for a Christmas Special – putting loneliness at the heart of the story and seamlessly integrating Age UK – broadcast as a 60-minute Advertiser Funded Programme (AFP) at primetime on Channel 4.

Results
The combined content achieved over 4.9m views on social media, with #OPHFFYO at Christmas trending number 1 on Twitter and awareness of Age UK reaching an all-time high.
Increase in regular donations 2017 vs. 2016
%
Increase in volunteers 2017 vs. 2016
%
Increase in Age UK social mentions at Christmas 2017 vs. 2016
%
Awards & Press
Content Excellence: Best Campaign
Marketing New Thinking Awards
Grand Prix: Best Use of Content
Thinkbox TV Planning Awards
Best Use of Partnerships & Sponsorships
WARC Media Awards

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