Uncomfortable Reality

Client: Age UK

Christmas is a hard and painful time for the 1.6m lonely older people, therefore Age UK once again needed to put loneliness back on the nation’s agenda and make them aware of the work Age UK does to support these people. However, with 70% less budget this year and an increasingly competitive marketplace, cutting through was going to be a challenge. 

By leveraging a creative, original, and unique execution, which capitalised on one of the biggest cultural TV moments of the year, Big Brother, we showed the uncomfortable reality that, ‘The house is an isolating place when everyone has gone’. The stark contrast of our creative, showing one lonely older person, in the big, iconic vibrant house got the nation talking; with an 849% increase in social conversation and a 30% uplift in people talking about the issue of loneliness.