Charity Age UK, in tandem with creative agency Brave have launched a new campaign to support older people who have no one to turn to in a crisis.
More than 2.5 million older people say they have no one to turn to for help and support, and at Christmas time these feelings can feel even more acute. For those who are feeling lonely, seeing other families and friends get together can be hard and for those who are struggling financially, physically or emotionally, the sense of celebration and excitement that comes with Christmas can feel alienating.
The campaign aims to raise awareness of the challenges getting older can bring, such as coming to terms with a bereavement or becoming a carer for a loved one, and will call on the public to donate to help the Charity be there for everyone who needs them. Money raised will help to fund essential services, such as the free telephone Advice Line, which is open every day of the year – including Christmas day – and gives clear, practical guidance that makes sense of complicated situations.
Client: Age UK
Head of Brand and Content Strategy: Kathi Hall
Director of Public Fundraising & Engagement: Amelie Duggan
Brand Marketing Manager: Hazel Austin
ACD: Dipesh Mistry
ACD: Drew Haselhurst
HEAD OF DESIGN: Lee Robins
Senior Designer: Rupert Knowlden
RETOUCHER: Chris Paine
PHOTOGRAPHER: Olly Burns
AGENT: Making Pictures
TYPEPOGRAPHY: Alison Carmichael
PRODUCTION COMPANY: Jelly London
BUSINESS DIRECTOR: Claire Knowles
ACCOUNT DIRECTOR: Beth Morrison
HEAD OF PRODUCTION: Zara Montagu-Leon
HEAD OF PLANNING: Dave Lawrence